Brands seeking value in their marketing need to define what is valuable for them or risk producing output that is cheap. Adam Ross, Content lead for Coca-Cola South Pacific, told the Future of Brands conference in Sydney: “Value is often misinterpreted as savings – cheap – which is very dangerous. What is it that is valuable to you? Measure what you treasure.”
For Coca-Cola, creativity is something that is treasured with Ross noting: “It is arguably the last unfair advantage that you can ‘create’. There is a huge value in that, which is evident right through Coca-Cola’s history and right...