Secret Formula: The Inside Story of How Coca-Cola Became the Best-Known Brand in the World

This book is absolutely riveting from start to finish. A brilliant history of Coca Cola as a product, and a company. It’s a history as well as a study of growing a business that produced a product that came to epitomize and dominate the 20th and now 21st centuries. Perhaps no single brand is more ubiquitous worldwide as Coca Cola.This book heavily delves into the inner workings of the Coca Cola company. It explores the motivations of each of its leaders, including Robert Woodruff who ran/dominated the company for 60 plus years and oversaw its rise to global dominance.No company with such a massive presence and a history spanning over 130 years (and counting) can have a totally spotless record. Coca Cola had its blunders (New Coke anyone?), but it has had far more success than any competitor and almost any other company out there.Frederick Allen captures the essence of the company and its leadership in engaging prose with a style that is fast paced and accessible. This is truly a brilliant book that is well worth the read.

The story of Coca Cola is truly an amazing tale, and truly and American experience. The author allows us all of the inside information regarding it's beginnings including an real understanding of the times and culture. The story is full of diverse human personalities with all of their strengths and failings. The weakness of the book comes in the middle when the minutia bogs it down. Sometimes less is more and that is likely the case here. But overall this is an interesting and entertaining read.

Great book for anyone in management or an executive. It’s a fascinating look at the personalities and production changes in the company. Everyone I know has read it loved it.

A surprisingly interesting story of the history of the iconic brand and drink. As someone who doesn't even like Coke, I was leery of this book but it turned out to be an excellent read. As much saga as business history, the author traces the lives of the powerful men who shaped Coca-Cola over more than a century. The author brings these people to life, highlighting both their triumphs and failures. Focused heavily on the first 75+ years of the company, the book nonetheless shows the evolution of a minor drink in a minor city into a worldwide brand that has had major impacts in the growth of wealth in Atlanta.The people are fascinating and flawed, the business has ups and downs and throughout most of the time, a couple of powerful families fight among themselves for power and control. It has all the makings of a good novel wrapped in a true story.

Really interesting . It is amazing that coke ever survived, considering all the goings on within the company. I enjoyed the history of the times. The ending was very abrupt - I was expecting to read the next chapter only to find that the book was finished.

An interesting tale in dire need of a thorough edit. Makes for an amusing read when the author feels the need to add [sic] to direct quotes, while also regurlarly spelling 'this' as 'his', 'its' as 'ifs', and missing full-stops. I am not a grammar stickler by any stretch, but the errors make for a more challenging read due to the need to interpret what the author may have meant. Lack of editing also means the story doesn't flow as well as it could, would love to read a revised version.

Amazing Book.

A longish light read for an interesting light subject. Nothing earth shaking here although I guess the story in total is significant culturally and business history wise. I would recommend this for people who enjoy reading and have some level of interest in the subject.

The story is very good as the soft drink itself, but the tiny font size makes reading little inconvenient. I recommend reading it to all Coca-Cola lovers.

This book is great to learn about strategy and closely examine the mistakes made by such stalwarts! I recommend this book for everyone

Love the book... a little light on the marketing side. It went into a lot of detail about the people and the family stuff.

This book gives an appropriate portion of history of Coca-Cola . BUT at some points I realise it became a biography of Robert Woodruff.

The book was useless. The type was so small that it was unreadable and I have good vision.......I would like to return it.