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Coke

Essay specific features

 

Issue:

Business

 

Written by:

Margaret G

 

Date added:

May 28, 2014

 

Level:

University

 

Grade:

A

 

No of pages / words:

5 / 1222

 

Was viewed:

7512 times

 

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Essay content:

Go figure it out." Butler, who had come from a gig as director of brand strategy at the interactive marketing and consulting firm Sapient, had soon written up a 30-page manifesto laying out a design strategy for the company. But if Butler, who's now vice-president for design, has made an impact at the beverage giant, it's not because of some heady proclamation...
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Instead it's because he has learned the most effective way to implement design strategy at a company as large and complex as Coca-Cola: avoid the word "design" as much as possible. "If I'm at a meeting with manufacturing people, I'll say: 'How can we make the can feel colder, longer?'," he says as an example...
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