Imagine yourself sitting at the boardroom table at the annual international summit of marketing experts for Coca-Cola. What kinds of conversations do you think you’d hear around that table? “If people only knew how good Coke tasted,” sighs one. “Yeah, that’s it – people just don’t know how thirst-quenching Coke is,” pipes up another. “We just need to get the word out.” A third concludes confidently, “Perfect, let’s make a bookmark!”