Ahhh, the one and only. The coke. The most recognizable brand in the world, for countless years at a time.

Did you know Coca Cola's brand equity, that is the perceived value of a brand, far exceeds its market share? Why do you think that is? What started out in a pharmacy in 1886 (!) in Atlanta, Georgie, over time turned into one of the most powerful companies in the world. Literally.

And while it's not written anywhere on their website, their original recipe did in fact contain minute quantities of cocaine, completely legal at the time. These days, very few people are privy to the secret formula behind the universal venture.

Their motto is to "refresh the world, make a difference". Would you have associated this sense of impact and happiness with a drinks company? Coca Cola, with is iconic vintage logo, pioneered the world of advertising and until this day, controls the market in a huge chunk of the world. Particular attention should be given to their marketing team in Latin America, where in some villages, Coca Cola is consumed MORE than water. Quite impressive indeed.

Did you also know they actually did invent "Santa"? Well, let me specify: the historical figure of Santa as a kind person has been extant for ages; and yet, its visual representation as a chunky, bearded man who brings joy, happiness and presents to all well-behaved children in the world stems from an aggressive marketing campaign, which succeeded at bridging the gap between verbal, visual and historical.

A master stroke. To this day, Coca Cola drives around the "Santa truck", distributing their products at many locations. Strong colors, unique iconography and initiatives aimed at shifting focus from its empty nutritional values to abstract values such as happiness, well-being, celebratory round up one of the first major global players in branding. Now it's time for a Coke, wouldn't you agree?