Brand storytelling: the case of Coca-Cola's Journey Corporate Website
Du Plessis, Charmaine
Brand storytelling is an evolving branding technique which involves continuous
narratives about the brand through publishing and sharing useful brand-related
content with consumers. Publishing content no longer includes publishing in
traditional print media only, but also via electronic and social media in various
media formats and on different platforms. In doing so, marketers endeavour to
engage with consumers by creating consumer experiences through brand-related
content. Non-media organisations have thus also become publishers of their
brands although there are no clear-cut guidelines but numerous perspectives on
how to communicate brand content by means of storytelling. This study explores,
identifies and explains types of consumer experience which were evident on the
Coca-Cola Journey corporate website, one of the world’s leading brands at the
time of the study. A theoretical perspective is adopted that borrows from and
is also adapted from both media management and marketing communication.
Brand storytelling is theoretically delineated and then applied to the proposed
types of consumer experience which could be created through content for media
organisations, as put forward by Peck and Malthouse (2011). The content on
the Coca-Cola website is narrowed down for analysis and then explained using
this perspective. The findings offer insight into the type of brand stories that
marketers could consider when drafting content marketing strategies for nonmedia
organisations.
Type of brand stories that marketers could consider when drafting content marketing strategies for non-media organisations
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