Posted in Don't just say it, animate it

Brand masters Coca Cola explain their content strategy masterfully.

• They focus on a core competency—storytelling— to engage, inspire and provoke consumer conversations around popular culture.


• The “conversation model” begins with brand stories that create “liquid and linked ideas” and initiate consumer conversations—to which Coca Cola continuously “acts and reacts”.


• The strategy is presented as a “story” in itself, broken down into chapters or “chunks”, making the ideas easier to digest.


• It provides business justification without drowning us in numbers.


• It gives us the what, where and why in a memorable, engaging format.


• Their big-picture message “live positively” shows a commitment to making the world a better place.