As Elmore puts it, Coke’s is “the most-recognized brand in human history.” The key to appreciating this brilliant book is its subtitle, “The Making of Coca-Cola Capitalism.” For Elmore, the Coca-Cola Company is not just a case study in successful capitalism - for many years, its brand reigned supreme throughout the world, and it still jockeys with Apple and Google for the top spot, according to the Interbrand agency. Elmore is much more than that, and much better. I was expecting standard fare in business writing - a straightforward chronology of the company from its beginnings as a cocaine-laced stimulant popular in the American South to today’s universal symbol of imperialism. Since my fellow citizens and I in Berkeley recently approved a tax on sweetened soft drinks- by a margin of 3-to-1, of course! - despite a multi-million dollar campaign by Big Soda, I thought it might be timely to pick up the new book about the history of the Coca-Cola company, the granddaddy of the pack in Big Soda. A review of Citizen Coke: The Making of Coca-Cola Capitalism, by Bartow J.
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