Doug Musk, global group director of digital communications and social media, has employed the technique to increase the number of Coca-Cola brand platforms from four to 26, across 35 countries.
An excellent example of a brand that has embraced journalistic storytelling techniques is the Coca-Cola Company, which recently turned to so-called brand journalism to entice readers and draw new audiences. Doug Musk, global group director of digital communications and social media, has employed the technique to increase the number of Coca-Cola brand platforms from four to 26, across 35 countries. The Coca-Cola website serves as a digital magazine, allowing the company to connect with its audience in a more intimate way. Musk’s team said they view themselves “as a global network of brand journalists, that serve the business and our brands by telling the stories behind the people that drive those brands, that drive the business and our priorities.” This global content marketing strategy has led to great success for the company and increased connection with consumers around the world.