An interesting video and insight into one of the biggest brands in the world.
Take outs:
- “liquid” because the market landscape is constantly changing, and “linked” because no matter which media are used (or how), all brand messages should adhere to the overall strategy.
- “A ‘like’ is important,” she said. “A ‘share’ is more important. We have to hold ourselves accountable for creating content that is sharable.”
- “Everything communicates,”: Use the assets already in the business – with a need for creativity in using owned media, citing Coca-Cola’s use of increasingly smart vending machines, its fleet of delivery trucks and Coca-Cola cans themselves over the years.
Read more at Ad Age
