Coke’s Tab Dilemma Begs the Question: Is There a Marketing Case for Resurrecting Retired Brands?

This year, an estimated one million people will visit the World of Coca-Cola, the company-funded museum whose 100,000 square feet of exhibits, memorabilia and interactive installations consistently ranks among Atlanta's most popular tourist attractions. While the bank vault that contains Coke's purportedly secret recipe is probably the most dramatic offering, a perennial fan favorite hides...