As one of the most recognized brands in the world, you’d think that Coca-Cola would have its lawyers squashing anyone who tampered with the company’s iconic image.
Maybe before social media, but now.
Presenting at Social Media Week in New York, Scott Ryan, Vice President Specialty Retail for Coke, made the startling statement, “Marketers don’t own their brand, consumers do.”
For example, Coke discovered a YouTube video with a demonstration showing that candy mints dropped into a Diet Coke cause a geyser to erupt. Instead of sending a cease and desist letter, Coke marketers asked themselves, “What if we were to partner with them — provide them with the right tools access to our brand to create experiences they can share?” He called this the “new brand connectivity model.” Read More→