Presentation by: Clem Ugorji
For some companies, looking at brand equity requires a nuanced integration of new technology platforms alongside traditional brand ideals. Director of Communications at Coca-Coal, Clem Ugorgi, spoke about the importance of both competence and warmth as necessary tools for brand survival. He urged to set a “tonality” for the way that the company engages with consumers. and that any brand should focus on being perceived as an honest, trustworthy and philanthropic organization.