I came across this post on BusinessWeek.com about the design initiatives at Coke. They include moving to an aluminum bottle and incorporating new design trends.

http://tastyburger.files.wordpress.com/2008/08/0822_coke.jpg

Twenty years later I’m glad to see that Coke is focusing on changing the right thing - the bottle (not the formula). This new Coke tastes the same but is evolving to fit the trend of more personalized brands. After all, who wants to walk around drinking out of a red can just like everyone else?

The fact that Coke is evaluating its design - and has been for the last five years - should inspire any company to turn a critical eye on itself to make sure it’s evolving - but more importantly, evolving the right components.