Coca-Cola Reveals Its Brand Strategy

I’ve been saying this for years, but when a big brand like Coca-Cola says it, people listen more

So, watch how Coca-Cola explains its brand strategy for the next decade here. If you’re a supplier or wanna-be supplier, you’ve to see this and rethink the way you approach this brand.

 

 
The content, in my opinion, is spot on. Interestingly, Coca-Cola is tipping its strategy hand–something they’re not known for doing very often. It’s such a bold move and one that requires so much infrastructure building that releasing the idea early will probably do more good than harm. By that, I mean:

• People who want to do that work will come to them, reducing their talent sourcing costs
• People inside the business will ‘get it’ faster and may adjust more comfortably
• Investors will ‘see around the corner’ and anticipate rather than question the new moves
• Competitors will be shocked into responding or left in the dust by waiting

Here’s part two of the same strategy expose.

 

 
Whether or not you like the idea that story can become self-fulfilling strategy or even like Coca-Cola’s approach, these videos capture valuable truths about storytelling. For example, check out Coca-Cola’s five principles beginning at about 00:01:40 in video #2.

Good ideas, Coca-Cola. I truly hope you fully reach this vision. If you do, you’ll once again be the world’s brand (thought) leader.