David Butler’s New Book “Design to Grow” Discusses Branding Efforts At Coca-Cola
Coca-Cola is one of the biggest and most recognizable brands in the world, responsible for everything from Diet Coke to Sprite and Minute Maid. However, according to the company's former head of global design, David Butler, the brand actually lacked a consistent approach to design until 2004. His views, available in his newly published book, "Design to Grow: How Coca-Cola Learned to Combine Scale and Agility," are a must-read for website design agencies, small business owners, and everyone in between.
Upon joining Coca-Cola in 2004, Butler says that he was immediately charged with helping the company develop a vision, strategy and approach to ensure that the business would be getting the most out of their design efforts. At that point, Coca-Cola was already one of the largest brands in ...