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The Irrationality of Measuring Brand Performance

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During the 2016 Olympic Games in Rio, Coca-Cola was faced with a challenge; standing in one of the biggest advertising stages in the world, they needed to adapt their marketing strategies and campaigns to delight and capture their audience. In collaboration with System1 Research, they used the behavioral science-based System1 Brand Tracker to uncover key insights which drove their Olympic marketing campaigns. This paper explores the Brand Tracking methodology and how the key insights contributed to increased Brand Feeling and a significant increase in Coca-Cola's market share.