Building Emotional Engagement
One global brand synonymous with building these connections is Coca Cola. Guido Rosales, Europe Group Integrated Marketing Director, explains how a core ethos of promoting positive human values underpins a lot of the Coca Cola strategy, and how this can ultimately linked to driving revenue throughout the business. Guido talks about the importance of a number of different aspects, including building brand love and value through relevant content.
Ultimately, Guido emphasized the importance of being brave – all companies are continuously learning and this ethos needs to be integrated throughout the organization.
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