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So What?: How to Communicate What Really Matters to Your Audience by Mark Magnacca

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SO WHAT? A FINAL WORD

Well, I am watching a reprise of Coke’s approach during our current economic woes. In 2008, as the recession continued to worsen, Coke took a bold step and, at the Beijing Summer Olympics, made a significant investment that began the process of introducing more than 1.3 billion people in China to their product. Part of their challenge was that most people in China do not drink their beverages cold but rather at room temperature or warm. Coke recognized that in order for their product to become accepted, they had to shift this cultural norm by introducing people at the Olympics to the concept of an ice-cold Coke. Constant repetition, and visibility throughout the games, helped position Coke for success. By the time the Olympics ...

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