Description - How Coca-Cola Took Over the World by Giles Lury
A cross between a business book and a storybook, How Coca-Cola Took Over the World is a collection of 101 accessible, enjoyable and informative tales of some of the world's greatest brands, including Tiffany's, Mercedes, Apple, Pinterest, Chanel No. 5, Corona, Brewdog, Spanx, LG, KFC, WWF, Guinness World Records and Coca-Cola. The stories are arranged into sections covering brand origins, brand naming and identity, marketing strategy, communication, innovation and repositioning and renovation. For each story, the author has drawn a moral a marketing principle that can be applied to many brand and marketing challenges facing businesses today. When pulled together as they are by the author in the final chapter, they provide the reader with a compelling and inspirational toolbox. AUTHOR: Giles Lury is the Executive Chairman of The Value Engineers, a leading marketing and advertising agency. SELLING POINTS: . The stories of some of the world's most revered brands and the lessons we can learn from them . Engaging and surprising stories of how leading brands achieved their success . Each of the 101 stories contains a practical marketing/branding lesson . A valuable and entertaining read for both marketers and non-marketers . Written by a leading marketing professional who has worked with many of these world-class brands
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