Patents are state-sanctioned monopolies. That is their explicit purpose. And for all the "shoulders of giants" and "science is a collective effort" arguments, none of them can explain why no Chinese company (a jurisdiction that does not respect Western patents) can do what ASML does. They have the money and the expertise, but somehow they don't have the technology.
Also, the Gucci brand does not have lawyers. The Gucci brand is a name, a logo, and an aesthetic. Kering S.A. (owners of Gucci), enforces that counterfeit Gucci products don't show up. The designers at Kering spend a lot of effort coming up with Gucci-branded products, and they generally seem to have the pulse of a certain sector of the market.
The analysis of Coke's supply chain is wrong. The supply chain Coke uses is pretty run-of-the-mill, and I'm pretty sure that aside from the syrup (with the aforementioned secret formula), they actually outsource most of their manufacturing. They have good scale, but past ~100 million cans, I'm not sure you get many economies of scale in soda. That's why my local supermarket chain can offer "cola" that doesn't quite taste like Coke for cheaper than Coke. You could argue that the brand and the marketing are the moat, but the idea that Coke has a supply chain management advantage (let alone a moat over this) is laughable.
Also, the Gucci brand does not have lawyers. The Gucci brand is a name, a logo, and an aesthetic. Kering S.A. (owners of Gucci), enforces that counterfeit Gucci products don't show up. The designers at Kering spend a lot of effort coming up with Gucci-branded products, and they generally seem to have the pulse of a certain sector of the market.
The analysis of Coke's supply chain is wrong. The supply chain Coke uses is pretty run-of-the-mill, and I'm pretty sure that aside from the syrup (with the aforementioned secret formula), they actually outsource most of their manufacturing. They have good scale, but past ~100 million cans, I'm not sure you get many economies of scale in soda. That's why my local supermarket chain can offer "cola" that doesn't quite taste like Coke for cheaper than Coke. You could argue that the brand and the marketing are the moat, but the idea that Coke has a supply chain management advantage (let alone a moat over this) is laughable.