Coke, Apple & AMEX repeatedly make the Global Top 100 list… here’s why.

they keep their marketing budget steady (as a % of their revenue) they boost their marketing expenditure (as a % of expected sales) they continue to invest in brand building (especially during recessionary times) to gain over rivals they do not trim their marketing budget during hard times (a tough decision to make, but critical) … Continue reading Coke, Apple & AMEX repeatedly make the Global Top 100 list… here’s why.