retail news in context, analysis with attitude

The New York Times this morning reports that Coca-Cola "is refreshing its corporate Web site for a new century, adopting an approach and attitude more akin to a consumer magazine than a business portal ... The reorganized Web site will offer articles on subjects like entertainment, the environment, health and sports, including longer pieces given prominence in the same way that magazines play up cover pieces. Interviews, opinion columns, video and audio clips, photo galleries and blogs also will be featured."

The move, according to the story, reflects a "growing interest among marketers in recasting their communications with consumers as storytelling rather than advertising. Just as attention is being paid to developing content to use for brand storytelling, an appetite also exists for corporate storytelling."

Indeed, Coke says that it will accept outside contributions - even one from New York City Mayor Michael Bloomberg, who promoted limits on the sale of jumbo sugared soft drink sales there.

"We have a belief here that not shying away from tough decisions is a good thing and gives us credibility," says Ashley Brown, director for digital communications and social media at the Coca-Cola Company, adding, "We have this belief in great, real content and creating content that can be spread through any medium as part of our ‘liquid and linked’ strategy."
KC's View:
The folks at Coke sound more like real publishers than some so-called journalists I know. So good for them.

Anyone who has been paying attention to MNB knows that around here we believe fervently in the importance of story, that having a strong narrative can help employees, consumers and business partners understand a company's vision in fundamental and organic ways.

So good for Coke.