Taste the Feeling of Coca-Cola's New Brand Tracking Eco-System: A brand tracker is a living organism. It must adapt to survive

This paper argues that brand trackers must be ecosystems, living organisms that adapt to the new realities of the market in order to survive, using 90+ cases from Coca-Cola's brands to show the new system at play across the company's multi-billion dollar portfolio.

Taste the Feeling of The New Brand Tracking Eco-System: A brand tracker is a living organism. It must adapt to survive

Clare-Marie Hulsey, Horst Feldhaeuser, Patricio Pagani

Introduction

The 2015 GRIT Report ranked the research team at Coca-Cola among the most innovative market research clients for "their commitment to staying at the forefront of technology, techniques, and methodology". Commentators applauded Coke for their innovative ways to understand consumers at a deeply emotional level, and to then engage with them at that level.

"They understand the needs, dos and don'ts behind market research, while constantly pushing for new ways of doing...

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