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Secrets, lessons and insights from the frontline of world-class branding and marketing.

Written by a leading practitioner who was part of the team responsible for the success of the world’s leading consumer brand.

A practical, experience-based manual to shorten your marketing learning curve.

The author shares the secret formula of communication, learnt from a career in some of the world’s most famous brands.

The author is highly respected in the business world and an excellent self-promoter both on and offline.


Publisher: LID Publishing

ISBN: 978-1-910649-86-2

FORMAT: 203mm x 203mm

Bookbinding: Paperback

Number of pages: 256p


Javier Lamelas was previously Group VP Marketing of the Coca Cola Company, where he led global campaigns and worldwide marketing initiatives. He is now the CEO of Top Line MARTKeting.


Marketing as we know it is dead. The role of CMO is no longer to build a brand. It is to create a movement. The CMO is morphing into the Chief Metrics Officer… not good enough. It should be Chief Magic Officer. Javier shows us how to make this journey.

Kevin Roberts, Chairman, Saatchi & Saatchi

A great roadmap to build and monetize brands, a multi-year process centred on human emotions. Reading through felt like my years work-ing with Javier, fun, challenging, in-your-face, authentic and very human; which is what most struck me about this book: you get a Javier’sclear perspective on how to build brands, and – for those of you that haven’t had the pleasure of getting to know him – the full unvarnished blast of his larger than life personality! I would recommend this book to anyone wanting to develop an in-depth understanding of marketing but especially to GM’s that have market-ing responsibility: it will give you the context and insights to determine whether your marketing teams are building long term value.

Brian Smith, President, The Coca-Cola Company, EMEA Group

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