Maria Carolina Suarez

He told me that when Coke came to Canada, they took the same television ads, the same print ads, and they applied it broadly across Canada. The ad execs (who were probably based in Toronto) probably said, “If it works here, it’ll work everywhere.”

No.

It didn’t work in Quebec because people didn’t connect with it. The cultures were vastly different.

How can we reverse engineer the warm and fuzzy feeling people get when they experience your product, service, and community?