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Liquid Gold: How Candler Turned a Drink into an Empire
“Every human life is made to fit some place, and there is a place for every life,” Candler once said. “The lives and the places are made for each other that they may serve the purposes of the God who made them.” In creating his billion dollar empire, Candler seemed to have found his fit in life. Today, it is estimated that nearly half a million times every minute of every day, someone consumes a Coca-Cola product. How did a young man with less than $2 to his name go on to create one of the most successful companies in America?

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The Three Cs of Branding
The benefits of having a strong brand are tremendous. Strong brands charge premium pricing; they thrive during economic downturns; they attract great employees, partners and customers; and they can extend into new business areas with ease. And branding is not just for the Coke’s and Nike’s of this world. Every company of any size can benefit from the power of branding.
IF THE PAINTER CAN DO IT, YOU CAN TOO
When marketing “experts” refer to the concept of branding, they typically point to global and widely recognized brands: Coke, McDonalds, FedEx, Microsoft, GE, and the like. While the “big guys” are a convenient source of reference, it makes the whole idea of branding somewhat inaccessible for the rest of us. And this is just not the case. Even the smallest company can brand itself.

Are You a "Brand Behind a Brand?"
Normally, when people hear the term “brand” they immediately think of popular consumer goods and services . . . Coke, Tide, Sony, Apple, Nike, Verizon, and the like. Here at Delia Associates, our definition of brand goes farther and wider. We define a brand as “a unique entity.”

Keeping it R.E.A.L. when it comes to branding.
What is a brand anyway? In the simplest terms, a brand is the presence of a unique entity. And that entity need not be the size of Coke, Sony, or Toyota.
How Can an Executive Attain Peak Performance?
Using a classic article on corporate athletes, I offer some advice on how executives can consistently attain peak performance.
Communication Styles in the Workplace: Goals vs. Flow
It’s a classic case of a “hired gun” brought in to save a failing company-blocked by managers opposed to drastic change. It’s also a classic case of the Goals Perceptual Style versus the Flow Style.
Truth Is Stranger And More Exciting Than Fiction
“Gone With The Wind” is the classic. “Scarlett” is the follow-up to the classic. However, the original story had more than just a kernel of truth in it. There was a Rhett Butler, but his real name was Rhett Turnipseed. Scarlett O’Hara was Emelyn Louise Hannon.

Success as a Circle
Bayer initiated a classic Zero Gravity strategy by shifting their focus onto a new and growing market opportunity with a new value applied to the same product.
How to Build a Marketing Message People Listen To
When professionals speak they must think in terms of marketing. Marketing is a process that enables you to engage individuals by sharing value based information that aid in developing relationship. Over the last 30 years one of the best methods for establishing this value is with an audio logo. Similar to the manner in which Coke or Nike uses logos to initiate and sustain brand, your audio logo can provide similar.
Powerful Negotiation: The 'Daily Negotiator' Mindset
You've already heard of the 'classic' negotiation strategies, like having a BATNA (best-alternative to a negotiated agreement), or using the good cop/bad cop tactic, so now what?
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