There’s no doubt about it: Coca-Cola is one of the, if not THE most recognized brand in the world. At the afternoon keynote presentation at Content Marketing World 2013 Day 1, the crowd was lucky enough to hear one of Coke’s most important marketing strategists – Jonathan Mildenhall – who is the Vice President of Global Creative and also one of the rockstars in our Content Marketing Rocks! eBook.
Their term: liquid storytelling.
Every day, Coke’s team is tasked with brainstorming ways of how they can tell the story of their brand, through the eyes of their consumers, and they constantly find marketing tactics that no one has the bravery to do before. Mildenhall’s keynote presentation was filled with examples of how his team really listens to the consumer in strategizing how to market to them through storytelling, and thus insert the brand into consumer conversations. Are you telling stories with your marketing for your consumers?