Writing Boots

On communication, professional and otherwise.

Coke’s “linked liquid content” video: communication genius, or the ravings of a British opium fiend?

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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.

William Corporate Williams

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so much is impacted
by
a key skill
set
couched in core
values
dovetailed with action
items.  

That's how I lead off my latest McMurry.com post, where I argue that corporate communication is actually easy: "precisely because most corporate content is so turgid, it's a piece of cake to make a splash with a corporate audience." William Carlos Williams teaches us how.