Remembering Uniteam's campaign: The call for modernization and renewal

By Yen Makabenta

May 30, 2023 12:08 am

First word

TO illustrate the power of branding and the importance of purpose, author and management consultant Nikos Mourkogiannis relates the phenomenal rise of Coca-Cola from the furnace of World War War 2 in his book, 'Purpose: The Starting Point of Great Companies' (Palgrave Macmillan, New York, 2006). He wrote:

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