Independent market analyst Datamonitor comments on the recent moves by McDonald's and Coca-Cola to grow beyond their core markets.

The power of mega-brands such as Coca-Cola and McDonald's has never been doubted. However, the current environment of changing consumer lifestyles requires the need to develop a portfolio of highly focused and differentiated products and services. In this scenario, the monolithic brand can prove a hindrance rather than a help. This week saw some the world's biggest brands joining forces to leverage each other's strength in order to capitalise on new markets. Datamonitor's consumer markets division highlights the potential pitfalls and advantages of the new ventures.