Why brand ownership is important | GPTK | Javier Sanchez-Lamelas

AdTech London had the most amazing speakers at their conference. Coca-Cola are one of the most forward thinking brands in the world. They knew that digital and social media was rapidly changing the way consumer preferences and so they embarked on changing their brand. This has led to unprecedented growth and that's because their priority is and always will be customers first. By adopting a unique branding strategy and embracing technology, it's opened the door to other initiatives that are equally successful. If you want to know how creative you need to be in this era, look no further - Coca-Cola leads by example.

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