In 2010, K’Naan topped the charts in 17 nations with his World Cup anthem “Wavin’ Flag,” an upbeat, inspirational song that Coca-Cola used in all its commercials during the tournament. This is how Coca-Cola markets its brand and becomes a desired commodity in every corner of the world. In this TED Talk, Melinda French Gates describes how nongovernmental organizations can emulate Coca-Cola’s strategies to gain traction. Gates’s presentation is polished but stirring and entertaining. getAbstract recommends her lecture to anyone with a product to market, whether it’s a soft drink or a health initiative, in remote regions of Africa or the most accessible cities in the US.
In this summary, you will learn
- Why Coca-Cola is so effective at marketing products around the globe,
- Why governments and NGOs should adopt consumer-marketing approaches, and
- How these methods can save lives.
About the Speaker
Melinda French Gates is the co-chair of the Bill & Melinda Gates Foundation.