On the mark: Digital technologies for local strategies
Chuck Kapelke
For the Coca-Cola Company — a global organization that sells 3,500 beverages across more than 200 countries — the prospect of marketing at a local level might seem daunting. But in recent years, the beverage giant has made major strides in localizing its international branding, thanks to a digital platform that empowers marketers from Albania to Zimbabwe to access images, videos, and even recommended tweets and Facebook comments that they can customize to connect with consumers with just the right language and tone.
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