Publication Type
Journal Article
Publication Date
5-2013
Abstract
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.
Keywords
Coca-Cola, marketing, storytelling
Disciplines
Advertising and Promotion Management | Business | Business and Corporate Communications
Copyright Owner and Holder
Copyright © Singapore Management University 2013
Licece/Creative Commons Licence
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License.
Subject(s)
Coca Cola, Marketing, Advertising--Beverages, Product management, Beverage industry
Citation
Singapore Management University.
Coke’s secret ingredient: The power of storytelling. (2013). Perspectives@SMU.
Available at: https://ink.library.smu.edu.sg/pers/35
Included in
Advertising and Promotion Management Commons, Business and Corporate Communications Commons