Well, I've long thought CMO types were more loyal to their personal brands than the ones they work for. So it may not be a play to get attention from Wall Street -- just other marketers. But I also think it ultimately just isn't a big deal for customers, even if they say they hate it.

They probably just want to be known as pioneers in the space. Makes the CMO and all the other Coke execs look innovative.

I'm surprised the article didn't throw in a gratuitous "Mad Men era is over" reference...

I haven’t. I also like Paco Underhilll’s books.