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The Brand Messiah by Jonathan Gabay

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Chapter 10

LONG BEFORE MAY 8TH, 1886, when the Jacob’s Pharmacy in Atlanta first sold Coca-Cola, as today, every company essentially had two brands: the public brand, and the internal brand. The internal brand was aimed at the cogs, which kept the machine moving: employees, suppliers, partners, shareholders... If the internal brand was happy, like a beetroot stain, goodwill permeated every surface throughout its public-facing marque. It was just one reason why Sam believed his ‘it’s all in the details’ school of thought worked so well. The general workforce accepted most assertions when supported by a pie-graph graphic or pregnant line diagram.

The old GE bell curve model was one of many principles that influenced Sam’s thinking. He first read ...

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