John Kao Quotes About Coca Cola

• If you are at Coca-Cola, the creative challenge is one of maintaining - rather than creating - a tremendous level of consumption for your products.

  John Kao

  Creating, Creative, Challenges

  Fuente: www.strategy-business.com

• Every day, there are 770 million Cokes consumed, which means that there are 770 million purchasing decisions made each day regarding the product. To support those decisions, the company must constantly reinvest in its marketing links to its customers. As a result, a high level of creativity must go into everything the company does, from cause-related campaigns - Coca-Cola and its sponsorship of the Olympic Village in Atlanta, for example - to new catch phrases, commercials, marketing slogans, advertising campaigns and promotional tie-ins.

  John Kao

  Creativity, Mean, Atlanta

  Interview with Joel Kurtzman, www.strategy-business.com. October 1,1996.

• The traditional model for a company like Coca-Cola is to hire one big advertising agency and essentially outsource all of its creativity in that area. But Coca-Cola does not do it that way. It knows how to manage creative people and creative teams and it has been quite adept at building a network that includes the Creative Artists Agency in Hollywood, which is a talent agency.

  John Kao

  Team, Creativity, Artist

  Interview with Joel Kurtzman, www.strategy-business.com. October 1,1996.

• Coca-Cola can get really fresh output because it is getting people who are outside the traditional model and they are combining ideas in very novel ways.

  John Kao

  Ideas, People, Way

  Interview with Joel Kurtzman, www.strategy-business.com. October 1, 1996.

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