Many scoffed when The Coca-Cola Company 's Diet Coke division decided to re-work their brand strat and marketing approach. Yet, it's working. How could so many have gotten it wrong? Aside from the obvious (that everyone seems to be prone to snark), Diet Coke did two things right: 1/ they based the move on consumer research 2/ they did it while retaining elements of the master brand leveraging over 100 years of brand equity …see more