Always the real thing. And always on top, but not this year. Coke was always no. 1 but the soft drink company has drained somewhat into bronze medal position. Their customer approach is based on happiness - relating their brand with the joys of friendship, communication and the exciting run up to Christmas. Their 'Share a Coke with...' campaign has been a huge success as well, successfully bridging the gap between old business and social network: Coca-Cola has 73 million likes on Facebook. To put that in perspective, Apple are struggling around 10 million.