'Coke is it

That statement doesn't contain any direct value judgement about Coke. It's about making Coke a default.

Simon Anholt recounts in one of his talks about how Nike's "Just do it" brand is a tool for Nike to spend less time in meetings to discuss puchasing decisions for office furniture. It allows any manager to just buy the "Just do it"-desk, so they don't have to hold a meeting about whether to buy a more classy or a more hip desk.

Muhammed Ali is a special case. When he says "I'm the greatest" people might think that's he's an arrogant asshole but he's an arrogant asshole that can beat up everyone. That's a persona that's interesting for the media to talk about. He was antifragile against journalists considering him to be an arrogant asshole.

In the case of Intentional Insights there no reason to polarize people the way Muhammed Ali polarized by claiming he's the greatest and generally doing his own press interviews instead of letting his managers do them.