Coke’s digital journey

However, this is not the first time that the company has published Journey, from 1987 to 1997 it was published as an internal magazine for the employees. Ashley Brown, director of digital communications and social media at Coca-Cola, said, “Our CEO and chairman, Muhtar Kent, asked us to bring Journey back in a digital format. But the more we thought about that challenge, the more we realised that we shouldn’t keep these great stories behind the four walls of Coke. We believe we’re the first brand to pull down a traditional corporate web site, really question what the role of a company site should be, and replace it with an interactive magazine focused on real content. It’s a risk, and we expect to make mistakes, but I’m excited to see what the future holds and how our readers respond.”

The step by Coca-Cola has been welcomed by brand consultants and marketing gurus. Calling it a ‘TIE’ initiative, Jagdeep Kapoor, chairman and managing director, Samsika Marketing Consultants elaborated, “In this case, the ‘T’ from ‘TIE’ refers to transaction, while ‘I’ stands for involvement and ‘E’ stands for engagement. Obviously, high transaction will have a direct impact on the revenue which ought to increase. Next an increase

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