Find out what brand storytelling lessons you can learn from the Content 2020 Project. Here's what the Coca-Cola Co.'s chief storyteller has to say about it.
If you haven’t already seen the overview of Coca Cola’s Content 2020 Project on YouTube, stop reading this right now, and go spend the 18 minutes. If you’re at all interested in how content is going to reshape the strategic marketing process, this is quite simply, a manifesto.
The architect of the Content 2020 Project is Jonathan Mildenhall — the Coca-Cola Company’s Vice President of Global Advertising Strategy and Creative Excellence. That’s a mouthful of a title to be sure, but put quite simply, Jonathan is the chief storyteller for Coca-Cola, and Content 2020 is a bold move to create emotionally connected brand stories that are shared in a much more (ahem) fluid way. (See what I did there?)
When I first came across the Content 2020 Project, I was immediately struck by the business goal it presents at the very outset: “We intend to double the size of our business,” Jonathan says in the video. And, as he also points out, they plan to do this while realizing that, “Consumer-generated stories outnumber their stories on most of their brands.” So, what’s your goal for next year? Have you told your boss that you want to double the size of your business? Oh, and that you’re going to use brand storytelling as a primary driver to get there?