Coca-Cola: We must keep creating brands or online retailers will win

Creating brands and engendering loyalty among consumers is key to success amid the rise of online retailers such as Amazon, according to one of Coca-Cola’s top marketers.
Speaking exclusively to Marketing Week, Javier Meza, CMO of sparkling at Coca-Cola, says: “The only way to remain in business is creating brands. The moment we stop creating brands then the e-retailers are going to rule.”
He adds: “The moment people stop deciding they want a Coke then Amazon is goi