Tuesday, November 8, 2011

TMRE 2011: Coca-Cola VP talks about Truth, Insights and Community

It is obvious that Stan Sthanunathan, Vice President, Marketing Strategy & Insights at The Coca Cola Company, loves his job.

He opened with "The marketing research profession is the best profession in the world....for one simple reason. Insight is the most critical thing." 

Well, he certainly knows his audience because most of us here at The Market Research Event agree with him...at least I do:)

Diane Hessan, President & Ceo of Communispace facilitated the discussion, and she told me prior to the session start that it would be worth blogging about...and it was!

This is what I enjoyed most about his presentation:

1. Visionary thinking ..."The responsibility of companies is to help create the future.....but you have to learn how to stop looking in the rearview mirror?" 
 2. Perspective on hiring. "Hire people that are not the same as you had before." He said that many of his "strange hires" have turned out to be "great hires." He also cautioned companies not to "outsource your thinking." 
3. Clear communication of the brand. "What makes coca cola what it is today? It's the community we have established..that we touch people on a daily basis." "It's a drink that promotes happiness." Check out what Coca-Cola is now doing with a program they call 5 BY 20.


April Bell

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