In today’s world, a company cannot maintain complete control over its brand no matter how hard it tries or how much money it spends. Brands are being discussed, debated and mutated all across the Internet. And, while companies can’t control their brands, there is still a lot that can be done to influence the discussion. At the end of the day, the key is to for a company to become a legitimate part of the community having the discussion. Relinquishing complete control of your brand can do wonders for your company’s image.
Some smart executives at Coca-Cola were well aware of this fact when they addressed this particular situation. This type of thinking may well help Coke become the choice of a new generation.
Coca-Cola superfans given the red carpet treatment