I think it's safe to say that the Coca-Cola Co. (Atlanta-based, represent!) knows exactly what it's all about.
And yet. What's better, marketing innovation or reliability, stability and permanence?
Edit: There is a rebuttal from Brand New, which happens to be one of my favorite sources to read up on branding and corporate identity strategies... Evidently this little Coke vs. Pepsi graphic is inaccurate (of course it is -- it only exists to make a point, after all). For a more complete story, you should know that Coke has indeed had changes in its logo. Granted, they are minor adjustments, but to be fair, you should know that they exist all the same.
(via Swiss Miss & Brand New)