Trends change, motivations do not: Building a motivation-driven brand echoverse

Coca-Cola, the soft drinks manufacturer, details its multi-method study which developed a tool that maps consumers' motivations about Coca-Cola's brands, as well as its competitors, and measures impact.

Introduction

Issues, celebrities and trends come and go in a society. For a marketer, it is crucial to keep up with the momentum of consumers and remain relevant at all times. It is a challenge to design marketing campaigns that capture what is popular...

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