Speed Read: How Coca-Cola Took Over the World

Trevor Hardy

Explores How Coca-Cola Took Over the World and 100 More Amazing Stories about the World's Greatest Brands – a collection of 101 short stories by ad industry veteran, Giles Lury.

Central ideas and arguments

Lury outlines the six challenges faced by those starting, building and growing brands. He organises a wide range of enlightening tales of brands across industries and geographies to learn lessons from successful brands facing challenges similar to those faced by many marketers on a daily basis. The tool Lury deploys is stories – as opposed to theory or models. Some will feel familiar and many bring to life curious facts and happenings that give the reader behind-the-scenes insight into how one might realise a brand's full potential.

The six chapters into which the 101 brand stories...

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