Coca-Cola: Building a Better Design Machine?

"Its Web-based design tool lets the beverage giant customize marketing for hundreds of brands globally while slashing the time it takes to reach consumers"

http://www.businessweek.com/innovate/content/oct2008/id20081013_466588.htm

"How do you retain control of the brand—or, in Coke's case, 450 brands—and ensure that its image in markets around the world reflects the core strategy? And how do you do that while making the brand management system flexible enough to adapt to local market needs?"

This article is rather interesting, but more importantly the statement above really sums up the main point of this article, which focuses attention of designing a look which appeals to consumers all over the world, serving as a template but not sacrificing appeal.