Reading through reviews on Coca-Cola’s 125th anniversary, formally celebrated on 8th May, I’ve come across several quotes that bear repeating: “A brand is a promise. A good brand is a promise kept.” Muhtar Kent, Chairman and Chief Executive Officer. “A billion hours ago, human life appeared on earth. A billion seconds ago, the Beatles changed music forever. A billion Coca-Colas ago was yesterday morning.” Roberto Goizueta, former Chief Executive Officer in 1996. “There are a billion teens in the world. That represents 18% of Coke’s total volume. We know that 47% of them have not had a Coca-Cola in the past month.” Joe Tripodi, Chief Marketing and Commercial Officer. “Advocacy has replaced loyalty at the top of the pyramid of marketing.” Joe Tripodi again.