Ed Cotton: Buying A Cool Brand?- Don’t Nuke Its DNA
It must be something of a relief that you've found a way to scale your business by riding on the back of one of the world's largest corporations, but despite all the good news, it's when the problems really start.
Imagine you are a smart guy in your mid-30s and you’ve come up with a brilliant concept for a beverage that’s the antithesis of giant soda corp? You call that company Honest Tea and you nurture it for years until it blossoms into something amazing, generating some serious revenue and growing beyond your wildest dreams. You end up putting ten years of hard work and sweat into your “kid” and then it happens, the call you’ve been waiting for, it’s Coca-Cola and they want to buy a minority share for $40 million.