Will Smaller Brands Prevail?

Coca-Cola is dead. At least that was the buzz in the financial press yesterday as the cola giant sharply lowered guidance and admitted that it was late to the health craze, late to secondary brands like Mountain Dew, late to alternative categories like water and sports drinks, and late to alternative methods of reaching consumers. Coke lowered its earnings per share growth to high single digits, from a history of low double digit growth. Pepsi has captured the imagination of