Coca-Cola has a business goal to double sales by 2020. The marketing strategy to achieve the goal is spot on; it’s a digital content marketing strategy. Coca-Cola’s Jonathan Mildenhall, VP Global Advertising Strategy has dubbed the plan Content 2020, a strategy that starts with brand stories, uses contagious ideas to expand storytelling into a two-way brand experience, and strives to transition Coca-Cola from a company of creative excellence to a company of content excellence. So what does that mean? The first few minutes of this video explain it with words and pictures.
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