BEST MARKETING EFFORT

one for someone else. The ads and supporting efforts were significant and noticeable, but also importantly stayed true to Coke's overall theme. Perhaps most critically for the determination of success for a campaign, Coke financials for the nine months this year in an operating income sense were up. In a market segment that is under pressure from many angles and brand that needed a boost, this effort was inspired. Mark my words, this will become a business school case study in years to come.
BIGGEST NEW THREAT
While it's not a happy story, the reality is that hacking took a few ugly turns in the year, and has emerged as something significant that can have very broad implications, and a lasting effect. Formerly understood as one of those things that hit a select few in society, hacking has emerged as being a huge financial threat as well as a potent political weapon. Early in 2014, Target lost $500M in corporate value, and their CEO due to a hack, and Julian Assange and his Wikileaks occupied the political headlines for a long time. Sony's second big hack though seems to have crossed a threshold, as at the time of writing this, it's politically motivated against a company and has swayed that organization into loss making actions. While that in itself is interesting, put this into the context of the web and the corresponding push to Cloud based everything. The idea that your information isn't secure (it's not) creates a subtle and fundamental uneasiness for anyone and that's different than we have experienced in the past. Yesterday, we could lock our doors to keep intruders out, but today sees an open acknowledgement that anyone can roam our halls, and take what they wish. We'll see the emergence of cyber crime detection and tracking move into the mainstream, and the Robin Hood perceptions of the little hacker guy fighting the bad corporation go away, but not before more get hurt.
LARGEST UNSEEN GEOPOLITICAL WAVE COMING AT US
Balance is something we strive for, and this is so true amongst nations and power. Change happens, but usually not suddenly, and when that has occurred in history it's almost always been accompanied by
bloodshed. Change is coming fast at us, and we all see it but I fear we don't appreciate it for what it means - the price of Oil. What isn't being acknowledged here is that economies are built on certain assumptions and the price of Oil being +/- 15% is one of those assumptions. Russia, China, Brazil, Canada and the US are all being economically impacted by the precipitous drop in the price of crude oil, as all buy and sell oil and that makes up sizeable portions of their GDP's and respective balances of trade. If the economies are upset in these countries, what's bound to happen...well, I imagine that's the trillion dollar question with my own fear being about Russia primarily. The culprit here seems to be the Saudi's who have vast stores of cheaply accessed oil, that pointedly remains a profitable source of income for them well below the thresholds of extracting it in other countries. By continuing to produce at rates beyond market need, the price is dropping which is forcing other players to examine their own production bottom line. It's akin to Walmart lowering the price of sneakers in recognition that their cost base is the lowest, in order to capture more share. The underlying issue here however is that Payless Shoes doesn't have nukes at their disposal (or a crazy-ass Czar-guy) when they get hurt. Let's not celebrate the lower price at the pump, instead let's try to remain calm as economies re-balance themselves into a revised geopolitical order. Transition without blood is what's desired here.
BIGGEST CHANGE - THE FORMAL EMERGENCE OF NATION-LESS STATES
For what I think is amongst the first time in history, a war pitting one (or more) state against another state without a territory has begun. ISIS isn't a country, its a set of individuals. While they are occupying land, they aren't the formal or even informal government there, and yet a coalition of many countries is formally fighting them. This is seminal because it speaks to how conflicts could occur in the future, and the likely demise of bodies such as the UN, who were formed under the auspices of nations speaking on behalf of the people located there. That ISIS is a terror-based organization and worthy to fight against isn't my point. In future will we see a nation go to war with a set of individual people, that threat to their way of life being as real as an old fashioned invasion..? It seems so.
2014 has been remarkable so far, in the above ways. Let's see what the next months bring.