The sage of Indian advertising, and my former senior, Mr Anand Halve, is very good at putting things in perspective.
The question he asks about Coke is an excellent example of this quality. “If Coca-Cola is the world’s most powerful brand,” he asks, “why can’t it command even a single paisa’s premium over Pepsi?”
Strange, no finance guru asks this obvious (only in hindsight) question. Or do they consider water, and not Pepsi, to be Coke’s competitor?