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"Coca-Cola is a brand, not a commodity looking for shelf space. It needs a marketing visionary leader who has conquered other lands; someone who will think 'outside the can.' They do not need someone from within the Coke family, but rather a leader who will conquer market share."

-Victor Caldwell/Managing partner/Band of Branders/Los Angeles

"Isdell has traveled the world marketing Coca-Cola and has been very successful. His motivation will drip down through the company and increase motivation and pride. He has worked his whole life to understand the consumer in every culture-that is all that matters in marketing."

-Andrew Osterday/Project manager/The Rev/Atlanta

"Coke's multiple categories are getting overcrowded. While Coke has great products in each category as well as sodas, the need is for a visionary and hands-on marketer to oversee growth in each category. Watch PepsiCo and the brewing companies steal away Coke share in '04/'05."

-Steve Moore/Principal/Moore Strategic Marketing/Oak Park, Ill.

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