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Imagine a world where marketers are empowered to understand what makes people consider and buy each of their brands, to know with certainty which levers to pull to drive the brand, and to be certain how to pull those particular levers.

Coca-Cola has achieved just this, through an insightful journey to leverage existing data to tell more meaningful stories about the metrics tracked and their importance for driving consumer behaviour. The frame the company has developed is relevant for all brands and can be replicated to provide insightful guidance for brand growth...

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