Kelly Leonard talks storytelling, consumer branding, leadership and listening with Coca Cola marketing executive Katherine Twells.
How is important is telling a strong story to your job?
“It is everything. What I find with storytelling is our brands our wired for that and its how we understand what we are doing. For CocaCola it is really unique, because people have a relationship with our brand. It dates back to all different experiences, different groups different countries, and its thriving today but it has had a very very long history.” “It’s a product but it really represents so much more in consumers minds” – Katherine Twells