Several critical milestones defined Coca-Cola's growth trajectory:
1. Patent and Bottling: In 1891, Asa Candler acquired the complete rights to the Coca-Cola business. He patented the formula and expanded the brand's reach by licensing the bottling rights to independent entrepreneurs. This strategic move allowed Coca-Cola to scale rapidly without heavy capital investment.
2. Marketing and Branding: Coca-Cola was one of the first companies to understand the power of branding. Early on, they invested heavily in advertising, utilizing posters, calendars, and even partnering with celebrities. Their consistent branding strategy helped build a loyal customer base.
3. Global Expansion: The company's vision for global expansion was evident early on. By the mid-20th century, Coca-Cola had a presence in numerous countries, leveraging local partnerships and adapting to regional tastes.