Written by Jeff Bullas - Coca Cola has been part of popular culture for over 100 years and has been called a “Vision Brand“. Recently they have realised that their marketing strategy that has worked well for them for decades needed to evolve and as such they are moving from “Creative Excellence” to “Content Excellence”.
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http://www.jeffbullas.com/2012/01/30/5-lessons-from-coca-colas-new-content-marketing-strategy/
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