In the beginning of the year, we talked about brands and content fluency -- and specifically Coca-Cola. This kind of fluency.
It's about getting the mechanics and the execution right.
In the illustrated examples, Coca-Cola's ambitious goals were:
- Coca-Cola needs to move from creative excellence to content excellence
- They need to develop content that makes a commitment to making the world a better place and to develop value and significance in people’s lives…while at the same time driving business objectives for Coca-Cola
- Through the stories they tell, to provoke conversations and earn a disproportionate share of popular culture
I like the idea of fluency.
It accounts for situational and contextual awareness and cultural implications. Happiness is the best global brand, after all.
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Two days ago, Coca-Cola.com relaunched as brand journalism site. [hat tip Faris Yakob]
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Valeria is an experienced listener. She is also frequent speaker at conferences and companies on a variety of topics. To book her for a speaking engagement click here.