The document discusses the evolution of branding from Web 1.0 to Web 2.0. It provides examples of how Coca-Cola has embraced various Web 2.0 technologies and platforms to engage customers, including creating viral videos, immersive virtual and physical experiences, social media presences, user-generated content campaigns, and more. It emphasizes the importance of having an open dialogue with customers and allowing them to help shape the brand story.
41. The “Zero Movement” Manifesto What if you could have more zero in your life? Zero hassles. Zero Stress. Zero fights. Zero worries. Zero limits. Zero consequences. Zero parking fines. Zero demands. Zero unhappiness. Zero deadlines. Why don’t relationships come with a gap year? How many ad agencies does it take to patronize a demographic? Why can’t every weekend be long? Why can’t bosses come with a mute button?