When they saw Coke's video claiming that branded content was now the center of its marketing strategy, professional content providers became understandably giddy.

But my friend, longtime Ragan writer Bill Sweetland, was less impressed: "Some ‘hyper-creative’ type on Coke’s Social Media Strategy Team thought of the phrase ‘linked liquid content’ and then promptly lost his mind."

After giggling at Bill's irreverence (for about two months), I think I created a constructive critique of Coke's bold attempt to get its mind around, and our mind around, branded content strategy. It's my latest at McMurry.com.