The End of Marketing as We Know It
2 journalers for this copy...
Marketing as we know it today is about image. It's about getting consumers to love your products. It's about producing award-winning commercials and promotions, and creating ads people like. It's about buzzwords like "events", "relationship" and "intimacy".
Problem is, it's not working.
So says the "Aya-Colaa", Ssergio Zyman, two-time marketing czar of Coca-Cola and today quite possibly the most famour marketer -and marketing gadfly- in the world. Brilliant and irascible, Zyman is best known for reinventing the Coca-Cola Company's marketing approach by spearheading the launches of such world-class global brands as Diet Coke, New Coke, Classic Coke, Fruitopia, and Sprite. Over a coombined thirteen-year period, Zyman directed a zestful multibillion-dollar marketing effort, master-minding such timeless campaigns as "Coke is it!" and "Always Coca-Cola", that resulted in sales of more than 5 billion cases of Coke products per year to over 5 billion consumers in 190 countries.
In The End of Marketing As We Know It, Zyman reveals, with characteristic flair, the counterintuitive and often provocative marketing strategies and tactics that earned him the nickname "Aya-Cola" on Mdison Avenue and helped to increase the market value of The Coca-Cola Company from a mere $56 billion to an astounding $193 billion in just five years. Shattering the mystique surrounding the discipline of marketing and upending the tradition of creating popular, crowd-pleasing ads and promotions, Zyman recounts such illuminating anecdotes as why he decided not to rerun the much-loved "I'd like to teach the world to sing" Coke commercial and why "feel-good" marketing is pointless unless it results in sales.
Problem is, it's not working.
So says the "Aya-Colaa", Ssergio Zyman, two-time marketing czar of Coca-Cola and today quite possibly the most famour marketer -and marketing gadfly- in the world. Brilliant and irascible, Zyman is best known for reinventing the Coca-Cola Company's marketing approach by spearheading the launches of such world-class global brands as Diet Coke, New Coke, Classic Coke, Fruitopia, and Sprite. Over a coombined thirteen-year period, Zyman directed a zestful multibillion-dollar marketing effort, master-minding such timeless campaigns as "Coke is it!" and "Always Coca-Cola", that resulted in sales of more than 5 billion cases of Coke products per year to over 5 billion consumers in 190 countries.
In The End of Marketing As We Know It, Zyman reveals, with characteristic flair, the counterintuitive and often provocative marketing strategies and tactics that earned him the nickname "Aya-Cola" on Mdison Avenue and helped to increase the market value of The Coca-Cola Company from a mere $56 billion to an astounding $193 billion in just five years. Shattering the mystique surrounding the discipline of marketing and upending the tradition of creating popular, crowd-pleasing ads and promotions, Zyman recounts such illuminating anecdotes as why he decided not to rerun the much-loved "I'd like to teach the world to sing" Coke commercial and why "feel-good" marketing is pointless unless it results in sales.
Put in the mail last Saturday for skribble. I hope you like it.
Journal Entry 3 by skribble from -- Somewhere in London 🤷‍♀️ , Greater London United Kingdom on Sunday, December 17, 2006
Arrived on Friday as part of a trade - thanks. I'm a bit worried that my book still hasn't reached you ariuca!
