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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