sell something. Never forget that and try to build a Coca-Cola image for
its own glorious sake.
Also technical execution is critical. You can have great ideas and great
plans but the Powerpoint guru wins. Or in branding, the good template
that is comprehensive and usable.
Finally there is focus. You cannot do it all at once. Pick a few areas
to focus on and fight fires only 25% of the time.
(Of course all of this is subject to conflict, change, and debate.)
I'm going to start making more general observations here as its all
relevant to Total Branding in the end.