coca cola and human centric marketing

Watch the two videos in this week’s materials about Coca-Cola’s marketing strategies. Then respond to the prompts below:

  • In what way does Coca-Cola use storytelling in its branding and marketing?
  • The video narrator says Coca-Cola strives “to associate the brand with a good feeling.” How do they achieve this?
  • Pick two of Kotler’s “human qualities or attributes” listed in this week’s introduction. Select two Coca-Cola ads and describe how they use these attributes to connect with customers.

  • Kotler et al., Chapter 8: Human Centric Marketing for Brand Attraction