great marketers in 2022 – work with, rather than dictating to their market.

Founded in 1886, The Coca-Cola Company is today the world’s largest soft drink manufacturer. Demonstrating its power is the 45% share of the US carbonated drink market compared to the 26% share enjoyed by Pepsi. In 2021, The Coca-Cola Company generated revenue of US$38.66 billion, and still higher revenues are predicted in 2022. Highlighting the…

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Five Tips For Reducing
The Cost Of Branding.

Burning money on branding is more common than most marketers think. Because few businesses truly understand what a brand is and how branding works, advertising agencies, branding agencies and design studios have become expert at spending their client’s money without effective accountability.

Burning money on branding is more common than most marketers think. Because few businesses truly understand what a brand is and how branding works, advertising agencies, branding agencies and design studios have become expert at spending their client’s money without effective accountability.

1. Get out of the boardroom.

Perhaps the two most concerning issues about branding are the lack of understanding about what brand and branding are and the propensity to develop brands in the boardroom, perhaps with the help of a consultant.....

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