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LID Publishing

How Coca-Cola Took Over the World

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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

 

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Description

Description

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.

BOOK DETAILS

Publisher: LID Publishing

ISBN: 1911498258

FORMAT: 198 x 129mm

Bookbinding: Paperback

Number of pages: 192 pp

AUTHOR

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

REVIEWS

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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