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.
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.