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The Four Colors of Business Growth
© Elsevier Inc. All rights reserved.
2011
In the right key one can say anything. In the wrong key, nothing:
the only delicate part is the establishment of the key.
– George Bernard Shaw
Anheuser-Busch InBev (formerly Anheuser-Busch) spends hundreds of
millions of dollars every year on advertising, much of which is devoted
to refurbishing and building its brand. Coca-Cola spends even more.
Nike has built a global powerhouse on the basis of its brand. The com-
pany unveiled new footwear for athletes in all 28 sports at the 2008
Beijing Olympics, including “Ippeas” equestrian boots, which use Air
Zoom cushioning. ...