Secret Formula

Rating:
Summary: Find out the real "secrets" of Coca-Cola
Review: I must say, if there is anything that I wanted or needed to know about Coca-Cola, I now know it!

I am studying organization communication and I had to pick an organizational memior in which to do a project on. I chose this book in part because I have always been a Coca-Cola fan, but mainly because my husband now works for the corporate giant and I thought a little personal interest may help to motivate me.

What an in-depth description of the birth and life of our favorite little red & white beverage! From Doc Pemberton and his addictions to the present when millions are now "addicted" to his special creation. This book not only describes how Coke itself was created, but it also goes into great detail about how the image of this soft drink was initiated, molded, and eventually perfected over the years. Frederick takes us through the ups, the downs, and the way downs of the beverage as well as the company. He also gives a clear depiction of what life must have been like in Atlanta in the late 1800's-early 1900's.

My favorite thing about the way that this book is written is the way in which the author tells us a story rather than spitting 500 pages of facts and figures at us. I'm quite sure that I wouldn't have been able to make it through the entire thing had he not grabbed my attention with the fascinating history within the first several chapters. I would most definately reccommend this book to anyone, and not just because I'm partial to the crisp, refreshing, wonderful, exhilerating beverage. :-) Seriously, if you are interested in corporate culture or business of any kind, a history buff, or perhaps you just like Coke, then this is a must read. Just make sure you allow yourself plenty of time to finish(the length is the only reason why it got 4 stars instead of 5 in my book)!

Rating:
Summary: Find out the real "secrets" of Coca-Cola
Review: Over the course of the past 100+ years, Coca-Cola has become the best known brand in the world. The story of Coke is one of America, as well as one of a great business that was built from the ground up. Secret Formula does an excellent job of taking the reader on a trip through the often-tumultuous history of the Coca-Cola Company.

While not initially apparent, I think the central theme of the story is captured nicely by the following quote from Lao-Tzu:

"To know yet to think that one does not know is best; Not to know yet to think that one knows will lead to difficulty."

The company lost touch with its customers and developed an arrogance that threatened to change the company forever.

Rating:
Summary: Good historical overview of Coca-Cola
Review: Over the course of the past 100+ years, Coca-Cola has become the best known brand in the world. The story of Coke is one of America, as well as one of a great business that was built from the ground up. Secret Formula does an excellent job of taking the reader on a trip through the often-tumultuous history of the Coca-Cola Company.

While not initially apparent, I think the central theme of the story is captured nicely by the following quote from Lao-Tzu:

"To know yet to think that one does not know is best; Not to know yet to think that one knows will lead to difficulty."

The company lost touch with its customers and developed an arrogance that threatened to change the company forever.

Rating:
Summary: Coke is it, and so is this book
Review: Secret Formula is a book for the business-minded and Coca-Cola-philes alike; the prose may appear a bit dry to the leisure reader (500 pages at semi-miniscule print in softcover), but bear in mind that Secret Formula is pretty heavy reading. However, once you start reading about the first days of Doc Pemberton and his special syrup and soda headache remedy you will be hooked to this fascinating tale of Americana, right through to the late 70s cola wars with Pepsi and the infamous "New Coke" debacle, from which Coca-Cola survived unscathed. Allen details also the benefits reaped by Atlanta thanks to former Coca-Cola president Robert Woodruff's many philanthropic acts, as well as how the popular soda helped blur racial lines in the South while trying to tackle less enthusiastic foreign markets. Anyone with a interest in Southern history or marketing will want to sample this Secret Formula.

I had the pleasure of meeting the author when I lived in Atlanta. He came off as a genuinely nice man.

Rating:
Summary: H 2 OH!
Review: Secret Formula is, first and foremost, a beautifully written book. Unlike many business biographies that focus exclusively on the corporate narrative while forsaking literate prose, Allen's writing is taught, clear, and even poetic, a carbonaceous gem. Coca-Cola has a long and enviable corporate history, beginning with humble origins and evolving into the single most recognizable brand on the planet. While no single volume can claim to tell the whole story, this work comes close.

Allen reminds us that Coke's top executives were keenly aware of one devastating realization: what they were selling could evaporate in an instant if the drink wasn't marketed to capture a share of the consumer's mind and heart. Today, when you enter a supermarket, you do not see a stack of tawdry red cans filled with sugared, carbonated, colored tap water. You see, recognize, feel and understand, something altogether more - long before you taste what's in the can. What's in the can is magic. This extraordinary book takes you backstage to witness how the magicians of Coca-Cola made the act work.