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Coca-Cola's Marketing Shifts from Impressions to Expressions

Harvard Business Review

It could be a comment, a "like," uploading a photo or video or passing content onto their networks. Similarly, "linked" content is content that is linked to our brand strategies and our business objectives. So, in addition to "consumer impressions," we are increasingly tracking "consumer expressions."

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What to Do When Your Future Strategy Clashes with Your Present

Harvard Business Review

CEO Kenneth Samet, along with Wagner and the six other executives on the leadership team, set a long-term goal of building a major growth business from these new areas. Connecting Three Different Business Portfolios. Those three business portfolios are: The future state portfolio. billion in 2010 to $4.9