Yes, Coca-Cola's new chief executive officer James Quincey wants to boost revenue and profit growth.

His ballpark number is between 4% and 6%. One tactic is cutting 1200 from headquarters staff of 5500. Here is the analysis in the Atlanta-Constitution.

But, Quincey also has to focus on rebranding.

In 2007, Coca-Cola was the #1 brand in the world, according to Brand Finance. Currently, on the global stage it's 27th. In the U.S. it's 16th. Brands such as Google rank significantly higher.

This brings to mind that once powerful enduring global brand: Roman Catholicism. Now, it continues to lose influence and market share. The thinking of Pope Francis continues to be picked up by media. But its impact is on a downward trajectory. Even he cannot restore the branding.

Also, those of us analyzing the legal sector are aware of the struggle of BigLaw. As the Bloomberg recent market study showed, most of the players need to differentiate themselves from each other.

So far that hasn't happened. BigLaw remains a monolith.

Exceptions include Jones Day. But as the Trump Administration, with which Jones Day is closely aligned, has made crisis the new normal, there is a question if that cozy relationship will become a liability?

Will Jones Day have to rebrand from being a black box to totally transparent?

Some of the most insightful columns about Jones Day's vulnerabilities are created by lawyer-journalist Joe Patrice at Abovethelaw.com. Here is an example.

On the rebranding front, Qunicey has an equally tough job. Even for us who grew up with Coca-Cola being a symbol of affordable pleasure, the brand seems irrelevant. In our mindset it might represent:

Sugar (a no-no in era of wellness)

Empty calories (not for us as we struggle with obesity)

Conformity versus individualism (our heroes in Silicon Valley are unique in their personalities)

The predictable versus disruptive (when is the last time the company has surprised us)

Premium pricing (2 liters in WalMart can run more than a buck and a half versus private label Sam's which costs 84-cents)

Old-line corporate mindset (this is no Facebook)

Cautious employees versus breakthrough thinkers (the ethos seems 1970s BigCompany)

Yesterday's advertising (created by soulless creatures such as Don Draper on "Mad Men")

If Quincey wants to bring relevance and excitement to the brand, he should run a contest for actionable ideas. Both Crayola and Oreo have reached out to consumers for input.

Quincey might also reach back into history. Those frequent contests to name Lassie's pups hooked us Baby Boomers. We made that series an enduring one on Sunday night.

It didn't matter whether or not our parents mailed in our entries. What counted is that we felt a part of Lassie's animal and human family. Currently, promoters have to figure out fresh ways we can feel that we belong. And that what we belong to is cool.

BigLaw has to get the message across that it cares more about client outcomes than the ego of partners. Maybe the key players should also conduct a contest about just the right unique branding for 2017.

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