News & Press

Tim on Susan G. Komen - Tims discusses how the recent news about the Komen foundation affects their brand

Tim on the Hawks/Thrashers dispute - Tim says sports fans are the consumers here

Tim on Chik Fil A - check out Tim's thoughts on the strength of the Chik Fil A brand as shown on Atlanta's 11 Alive

Tim on the year's biggest brands - Tim discusses the biggest brand hits and misses of the year

Tim discusses the winning and losing political "brands" during the 2008 election



Q&A on the News

BYLINE:    Lori Johnston
For the AJC
DATE: February 5, 2010
PUBLICATION: Atlanta Journal-Constitution, The (GA)
EDITION: Main; The Atlanta Journal-Constitution
SECTION: News
PAGE: A2

Q: In an AJC story, PepsiCo was referred to as "Big Blue." I always thought that "Big Blue" was the nickname of IBM. Are both corporations nicknamed "Big Blue"? -- Lance DeLoach, Thomaston
A: IBM has traditionally had the nickname. However, in beverage circles, Pepsi is sometimes referred to as "Big Blue" or just "Blue," said Tim Halloran, a marketing instructor at Emory University's Goizueta Business School. One factor is the amount of blue in Pepsi's logo. A more important factor, he said, is that Coke often is referred to as "Big Red," due to the "Coke Red" color that has always been part of its heritage. It has become corporate shorthand to sometimes refer to Pepsi as "Big Blue" or "Blue" to Coke's "Red."

Timothy Halloran has built and directed some of the world’s largest brands. He has over 18 years of strategic consumer marketing, branding, advertising, and new product development experience. His unique perspective emerges from a combination of strategic brand management experience with a deep understanding of consumer insights.
During his consulting career, Tim has provided guidance to top marketing companies, including Coca-Cola, Kraft Foods/Nabisco, Glaceau (vitaminwater/ smartwater), Georgia Pacific (Consumer Package Group), Turner, the NBA, Comcast, Popeye’s Chicken, Intercontinental Hotels Group,  Chico’s, Merial (Animal Health Division), Atlanta’s Fox Theatre, Simon Malls, and Hasbro.
Prior to consulting, Tim spent 10 years in the Coca-Cola brand management organization, leading multiple beverage brands and marketing innovations. His successes at Coke include the national launch of POWERADE sports drink and its sponsorship of the Olympics, development of Dasani bottled water, and the overhaul of Coca-Cola's U.S. tea strategy, including the development of Gold Peak Tea. Tim has been featured as a brand expert on numerous radio and television outlets as well as USA Today, the Wall Street Journal, and Business Week.  He was awarded Innovator of the Year by Coca-Cola and named Max Award Finalist by Georgia State University.
Tim received his Masters in Marketing Research from the University of Georgia and holds a B.S. in Commerce from Washington and Lee University. He lives in Atlanta with his wife and three children.