How to Create a Grass Roots Movement

How to generate a grass roots movement (8 pages)

In markets where young consumer choice can shift between brands according to the prevailing group opinion, the premium for getting it right can be high. That’s why new soda brands have been forced to abandon the traditional marketing rule book written by the masterbrands of Pepsi and Coke and blaze new trails in developing marketing approaches that resonate with youth today.

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