Coke is an enduring brand. It's got quite a lot of goodwill among consumers, so it can probably ride things like this. But then there's the question of short-term damage. They probably could have minimized it further.

Brand relationships have become a lot more personal. People consider brands almost like personal friends. They have a fairly personal relationship with the brands they buy on a regular basis. If one of your friends upsets you, or does something you are not happy about, you might tolerate it for a little while. But there is sort of an elastic limit to that.

Even if there's no absolute answer at that stage, being seen to be doing something about it is a very positive thing.

Do your little bit of good where you are; its those little bits of good put together that overwhelm the world.

I see myself in this campaign as a kind of goodwill ambassador,

[Chang is looking forward to the 2008 Olympics in Beijing. He served as a Goodwill Ambassador for China, helping the nation get the bid.] It's very exciting, ... It will be great for China to show the world what it can do.