Sergio Zyman Books

The controversial marketing guru discusses the revolution in advertising strategy "What can I say about Sergio Zyman? He's a genius; that's all."-Warren Bennis, University Professor and DistinguishedProfessor of BusinessAdministration, USC Marshall School of Business In this follow-up to his bestselling book The End of Marketing As We Know It, Sergio Zyman, Coca-Cola's renowned former chief marketing officer, argues that the business of advertising as we know it is dead. He uses real-world examples to illustrate how modern advertising overemphasizes art and entertainment and neglects the most important rule of advertising-sell the product. With a keen eye and a no-holds-barred approach, Zyman discusses how advertising died, what killed it, and how to revive it. He addresses the most critical issues affecting any organization's sales and marketing departments, using his time-tested, unorthodox, and sometimes even counterintuitive principles in order to translate key strategies into positive business results. For marketing managers, advertisers, and CEOs, this book offers groundbreaking advice from one of the legends of modern marketing, as well as the knowledge, insights, tools, and direction to transform advertising strategies from hoping to planning, from art to science, from guessing to knowing, and from random success to planned success.

Marketing today is centered on image, aiming to create consumer affection for products through award-winning ads and buzzwords like "relationships" and "intimacy." However, this approach is failing, according to Sergio Zyman, a prominent figure in marketing and former Coca-Cola executive. Known for transforming Coca-Cola's marketing strategy, Zyman launched iconic brands like Diet Coke and Sprite and directed successful campaigns such as "Coke Is It!" His efforts led to a remarkable increase in the company's market value from $56 billion to $193 billion in five years. In this insightful work, Zyman challenges traditional marketing practices, sharing unconventional strategies that prioritize sales over feel-good advertising. He emphasizes that marketing is a science rather than an art, highlighting the importance of a solid strategy over mere ad content. Zyman discusses the significance of local marketing for global success, the need for accountability in marketing, and the pitfalls of relying on past performance for future projections. He argues for increasing marketing budgets during downturns and critiques the obsession with megabrands. This book captures a transformative moment in marketing, offering a bold perspective from a master of the field.

Offers an approach to building brand loyalty with the use of an interactive strategy, presenting case histories that demonstrate how the five human senses can be used as effective marketing tools to respond to trends.

According to bestselling marketing expert Sergio Zyman, many companies rely too heavily on innovation to solve their problems. Whenever a brand or business gets old and tired, the impulse is to scrap it and start over with something fresh. It sounds great, but more often than not, innovation simply doesn’t work. Zyman knows this firsthand— he was the chief marketing officer at Coca-Cola during the disastrous launch of New Coke. So what’s the alternative? Zyman now preaches the power of renovation, not innovation. Recapture the essence of your existing brands, products, and core competencies, and do more of the things that made you great in the first place. For instance, Coca- Cola’s essence was about authenticity, continuity, and stability, and New Coke undermined all three qualities. It seems obvious in retrospect, yet too many managers are so impressed by innovation that they approve ideas no one will buy, such as premoistened toilet paper or smokeless cigarettes. With Renovate Before You Innovate, Zyman explains the tools managers need to revitalize their marketing strategies and improve their growth rates. This book will challenge the conventional business wisdom and help companies make smarter decisions.