Tuesday, 28 February 2012


Coca-Cola here defines their strategic road map moving forwards.  This a response to the widespread recognition in the industry that "the legacy models are all broken" and "the traditional solutions are all becoming less and less effective."

What's Coke’s ‘Content 2020’ goal?  Double their current sales by creating ideas so contagious they cannot be controlled. The types of content that will be developed?  Serial Storytelling, Multi-faceted Storytelling, Spreadable Storytelling, Immersion and discovery Storytelling, and Engagement Storytelling. (A clearer explanation of these content types is available in the videos).

(Part 1)

How will they achieve this?  Coca-Cola intends on developing a conversation model that extends brand stories.  The brand stories are intended to create ‘liquid’ and ‘linked’ ideas that provoke conversations (which the brand can act and react upon). The company also has identified that they intend on integrating technologists into the core creative teams and further developing direct relationships with Technology companies.  
(Part 2)

What's clear is that people and organizations are reordering their priorities and causing global change across a range of interconnected spaces from honesty and fair employment to communal, social and environmental responsibility. 

Coca-Cola has always been at the forefront of innovation and storytelling. In these video’s Jonathan Mildenhall, VP, Global Advertising Strategy and Creative Excellence explains how Coke will leverage the opportunities in the new media landscape and transform one-way storytelling into dynamic storytelling (hoping to add real value and significance to peoples lives.)  

One (of many) elements we also believe 100% is the need to optimize efforts such that "every contact point with a customer should tell an emotional story".  Kudos to Coca-Cola for establishing a new participatory global brand framework and giving its constituents a voice.   We’re confident this positioning will serve you well.