Ex-Coke European marketing chief reveals branding secrets in new book

Coke's former vice president for marketing in Europe, Javier Sanchez Lamelas, has written a book on branding after leaving the drinks giant.

Coca-Cola: ex-European marketing chief Javier Sanchez Lamelas
Coca-Cola: ex-European marketing chief Javier Sanchez Lamelas

The book, Martketing: the heart and brain of branding, will hit the shelves on 15 September. It will discuss the "secrets" of Coke's marketing blueprint, and how marketers can apply them to their own brand.

Lamelas was formerly Coca-Cola's most senior European marketer, leading on global marketing initiatives. He left in February to set up his own consultancy, Martketing Global Consulting.

He has been replaced at Coke by Cristina Bondolowski, who takes up the role of global marketing vice president for developed markets.

Campaign understands the UK would fall into her remit, as it did under Lamelas. In her role, she is responsible for leading marketing activation and talent development in Coke's developed markets.

Bobby Brittain remains marketing director for Coca-Cola Great Britain.