Coke’s secret ingredient: The power of storytelling
Coca-Cola was a product developed during the manufacturing era of the second industrial revolution. In its 120-year history, the world has changed. How does Coca-Cola compete and stay relevant in the 21st century with technology brands like Google and Facebook dominating people’s attention? Accordin...
محفوظ في:
| المؤلف الرئيسي: | |
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| التنسيق: | text |
| اللغة: | English |
| منشور في: |
Institutional Knowledge at Singapore Management University
2013
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| الوصول للمادة أونلاين: | https://ink.library.smu.edu.sg/pers/35 https://ink.library.smu.edu.sg/cgi/viewcontent.cgi?article=1005&context=pers |
| الوسوم: |
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| الملخص: | Coca-Cola was a product developed during the manufacturing era of the second industrial revolution. In its 120-year history, the world has changed. How does Coca-Cola compete and stay relevant in the 21st century with technology brands like Google and Facebook dominating people’s attention? According to Leonardo O’Grady, Director ASEAN Integrated Marketing & Communications, Coca-Cola Asia Pacific, the key to success is engaging the market with great story-telling. |
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