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How Coca-Cola Took Over the World

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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.


Publisher: LID Publishing

ISBN: 1911498258

FORMAT: 198 x 129mm

Bookbinding: Paperback

Number of pages: 192 pp


Giles Lury is the Executive Chairman of The Value Engineers, a leading marketing and advertising agency.


Giles Lury reminds us again that behind a great brand there is normally a terrific story. In this collection of real life fables, we get both insight and entertainment – and provocations that will cause us to consider our brands and businesses with fresh eyes. Like a modern day minstrel, he allows us to benefit from the moral of fabulous tales of a huge array of brand and communication experience.

Patrick Cairns, CEO, Wessanen UK

Giles serves up bite-sized chunks of wisdom that are delicious to chew on and leave you wanting more.

Phil Barden, Author of Decoded: The Science Behind Why We Buy and MD at Decode Marketing

Giles’ stories engage you and make you think about things from a different perspective; a good read that also helps me to do what I do better.

Alastair Paton, Managing Partner, UK and Regional

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