Comments on: What Coke Knows About Social Media That You Don’t

By: Oliver Feakins

Oliver Feakins — Sat, 04 Apr 2009 14:10:18 +0000

Corporate Bureaucracy “0″ / Social Media Engagement “1″. Great post Lisa.. I love the part about unicorns and puppies LOL … I laughed soo hard!
Keep em comming!

By: Steve Young

Steve Young — Fri, 20 Mar 2009 13:56:36 +0000

Great post Lisa. I’ve had situations in the past working with companies that are so concerned about their “brand” that they don’t let the evangelists go out and do good things…I agree with Michael D above.

It’ll be interesting to see how many large companies follow suit on this one.

By: Leili McKinley

Leili McKinley — Fri, 20 Mar 2009 03:25:09 +0000

The “evangelizing moment” of a customer is when they touch the soul of the company. They become “branded” aligning with the meaning of the company’s true purpose. Think of Apple providing Seekers (those in search of new adventure or experience) the ability to “Think Different”. It connects to the Seekers core value – to be unique and nonconforming.

That connection between the core values – the soul of the company and the soul of the customer – is why they evangelize. They have found a temple of core value at which to worship. It’s mythic. It’s epic. The brand becomes icon because it connects to the subconscious yearnings of the customer, imprinting on the brain. The pictured emotional experience becomes a conduit through which the customer can again be touched by those core values.

Those pictures and emotions then become language in the brain of the customer. And it’s the language of evangelism.

It’s simple. No soul, no brand.

By: Steve Averill

Steve Averill — Wed, 18 Mar 2009 03:14:16 +0000

Thanks for putting the brakes on and posting this, glad I caught it. There is some light at the end of those long corporate tunnels after all.

By: Jamie

Jamie — Wed, 18 Mar 2009 01:56:41 +0000

Awesome post! That made me tear up a little.

I love this story. I hope more companies can follow suit.

By: David Vanderpoel

David Vanderpoel — Tue, 17 Mar 2009 13:11:47 +0000

Great post, Lisa. Thanks for not simply cutting and pasting the article, but wrapping your own (entertaining) thoughts around it as well.

By: Rob Lewicki

Rob Lewicki — Tue, 17 Mar 2009 12:57:00 +0000

Very cool story Lisa. I think I’m going to get some Coke for lunch!

By: Peter Gold

Peter Gold — Tue, 17 Mar 2009 09:23:23 +0000

I have been reviewing some of the most popular pages and am kind of glad Coke did not do their page as IMHO the branding/design is pretty poor; but now I know why.

Of course, design is not everything…..

Nice post.

By: tabsfiroz

tabsfiroz — Tue, 17 Mar 2009 05:41:32 +0000

Coke has popped out and made a pretty smart move…3 million coke followers in facebook, dint know that too……thanks for sharing Lisa

@George: Thanks for the quote….

By: Steve Gaither

Steve Gaither — Tue, 17 Mar 2009 00:00:29 +0000

Very well written, very observant and very true. The conversation is going to happen, the only question is whether brands want to be involved.