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At the AdAsia Forum this week, chief marketing officer and chief commercial officer for Coca-Cola, Joseph Tripodi spoke to CNBC-TV18 about the new rules of engagement between brands and consumer. “When a brand loses its relevance it’s quickly in a death spiral,” he said, adding that the great challenge for a company is to keep the brand relevant. Following is an edited transcript of his interview with CNBC-TV18’s Anuradha SenGupta, along with an accompanying video.
