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Purpose Driven Brands Will Always Win

This fact struck home to me when reading Aaker’s latest missive on Coke:

Under CMO Joe Tripodi, who actually arrived just before Kent became CEO, the marketing group has a lot of new faces, a clear vision for its brands (for example, Coke is about universal refreshment and moments of happiness), and innovation throughout. Coca-Cola was named marketer of the year in 2011 with a litany of visible successful programs including becoming the leading brand in social media with over 42 million Facebook “Likes.”

2 Responses

  1. By David Redhill on July 8th, 2012 at 10:55 pm

    Andy, I’m writing a piece on ‘who owns marketing/brand’ and the need for marketers to operate at both the centre and the edge. I’ve heard you avow clearly understood corporate purpose as critical to success several times; here, at Adtech, and most recently in today’s B&T piece. “Whenever I meet a CEO I ask why their business exists, what purpose they serve…”
    So…I’d like to know, what was Ian Narev’s answer? And has the Can campaign been in response to that?

    • By Muhammad on August 6th, 2012 at 10:41 pm

      Thanks for the heads up. (I still don’t know how to do the northbound Red Line jaunt disnntguishiig between the one that goes into the valley and the tiny leg down Wilshire. I just follow the herd: when they avoid the train like the plague, it’s probably going towards the tar pits.) Also, militant angeleno, a coworker once told me you could get to San Diego via metrolonk and a San Diego rail transit line for less than amtrak.

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