Trial By Free Market
Ex-Coca-Cola-exec Sergio Zyman on marketing success.and New Coke.
Sergio Zyman may be the world's best-known marketer. As the chief marketing officer at The Coca-Cola Company for 13 years, Zyman masterminded classic campaigns for everything from Diet Coke to Sprite (and the not-so-classic New Coke campaign). Now a consultant, Zyman's insight is sought by big companies like Microsoft; smaller companies can also get a taste of his acumen at www.marketingmarketing.com and through his two books, The End of Marketing as We Know It (HarperCollins) and the just-released Building Brandwidth: The End of E-Marketing (HarperCollins). What gets consumers excited enough to buy products? Here, Zyman shares his approach-part common-sense, part radical.
What is "the end of marketing" and what comes after it?
Continue reading this article - and everything on Entrepreneur!
We make some of our best content available to Entrepreneur subscribers only. Become a subscriber for just $5 to get an ad-free experience, exclusive access to premium content like this, and unlock special discounts.
Entrepreneur Editors' Picks
Crypto Doesn't Have to Be Serious. Just Ask This Comedian Who Organized a Conference About Failure in the Industry.
Want to Succeed? Turn Your Fixed Mindset Into a Growth Mindset.
Google's CEO Is Asking Employees 3 Simple Questions to Boost Productivity
'Greatest Storyteller Wins.' Katy Perry on the Surprising Link Between Pop Stardom and Entrepreneurship.
The 5 Personalities You Meet in a Coworking Space
'Man's Best Friend' — and Investment: The Thriving Industry of Pet-Related Franchising