Brands As Media
John Griffiths www.planningaboveandbeyond.com
Last February at the first AA Madison and Vine conference, Steve Heyer the COO of Coca- Cola, the world's largest product brand, proclaimed that Coca-Cola was a media company open for business. What exactly did he mean by this and what implications does it hold for other product brands?
He announced the convergence of the trinity of brand building: content, media and marketing away from advertising as we've traditionally known it towards 'ideas that bring entertainment value to our brands and ideas that integrate emotion and create connections.'
In the US...