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...

Full description

Saved in:

Bibliographic Details
Main Author:	Singapore Management University
Format:	text
Language:	English
Published:	Institutional Knowledge at Singapore Management University 2013
Subjects:	Coca-Cola marketing storytelling Advertising and Promotion Management Business Business and Corporate Communications
Online Access:	https://ink.library.smu.edu.sg/pers/35 https://ink.library.smu.edu.sg/cgi/viewcontent.cgi?article=1005&context=pers
Tags:	Add Tag No Tags, Be the first to tag this record!
Institution:	Singapore Management University
Language:	English

id	sg-smu-ink.pers-1005
record_format	dspace
spelling	sg-smu-ink.pers-10052013-09-04T08:22:17Z Coke’s secret ingredient: The power of storytelling Singapore Management University 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. 2013-05-01T07:00:00Z text application/pdf https://ink.library.smu.edu.sg/pers/35 https://ink.library.smu.edu.sg/cgi/viewcontent.cgi?article=1005&context=pers http://creativecommons.org/licenses/by-nc-nd/4.0/ Perspectives@SMU eng Institutional Knowledge at Singapore Management University Coca-Cola marketing storytelling Advertising and Promotion Management Business Business and Corporate Communications
institution	Singapore Management University
building	SMU Libraries
country	Singapore
collection	InK@SMU
language	English
topic	Coca-Cola marketing storytelling Advertising and Promotion Management Business Business and Corporate Communications
spellingShingle	Coca-Cola marketing storytelling Advertising and Promotion Management Business Business and Corporate Communications Singapore Management University Coke’s secret ingredient: The power of storytelling
description	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.
format	text
author	Singapore Management University
author_facet	Singapore Management University
author_sort	Singapore Management University
title	Coke’s secret ingredient: The power of storytelling
title_short	Coke’s secret ingredient: The power of storytelling
title_full	Coke’s secret ingredient: The power of storytelling
title_fullStr	Coke’s secret ingredient: The power of storytelling
title_full_unstemmed	Coke’s secret ingredient: The power of storytelling
title_sort	coke’s secret ingredient: the power of storytelling
publisher	Institutional Knowledge at Singapore Management University
publishDate	2013
url	https://ink.library.smu.edu.sg/pers/35 https://ink.library.smu.edu.sg/cgi/viewcontent.cgi?article=1005&context=pers
_version_	1681132574119821312

Coke’s secret ingredient: The power of storytelling

Similar Items