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The Beyond Branding blog

November 28, 2003

I'd like to teach the world to sing in perfect harmony 

True or False; Coca-Cola, famous as world number 1 brand, was mainly built on tv advertising

If you said true, go read part 1 (earlier in this blog) where we chartered how for the half century when Robert Woodruff reigned as the world's most passionate brand manager, tv ads didnt even exist most of the time

The question that interests me if he could have started a second half century platforming off the pop and peacemaking song with a child from every nation on earth singing perfect harmony: how would he have continued that campaign? I believe as world number 1 brand he would have identified what knowledge Coca-Cola could have become the collaboration epicentre of to resolve a top 20 global divide. Having asked that question: the answer would be let's open source knowledge everywhere so that we dont have over a billion people with no access to clean water. Imagine that reality as a youth movement campaign theme; Coca-Cola's bonds with youth would now be 10 times stronger. And of course, America as a nation would have seen from Coca-Cola how a superpower can help humanity at every local crossroads.

(Link to first journal published to connect leadership models of branding & corporate responsibility )

Instead Coca-Cola has yet to begin to be the networking knowledge centre of all liquid industries and experts on the fundamental humanitarian right to drink and uniting all youth movements in such a joyful accomplishment; and America's addiction to cheap oil guzzling makes everyone else on earth question what human right and transparent credibility has it to lead the world's peacemaking? even against the tyrants who should never have been financed to power by whomever did that humanitarian blunder??

PS Two weeks ago, I suffered one of those reality checks that seem to gravitate around beyond-branders. Ukraine's leading professional association network had asked me to give their keynote talk on branding. Blurry eyed I was met by a taxi driver at 1.00pm who told me the story of how post-perestroika Ukraine was the only way forward the people wanted to sing, BUT the population had been yrimmed by 3 million to date. What? He went on to explain that there were no longer any safety nets for the old, frail or poor.

I spent the rest of the night inadequately rewriting my presentation on branding - for what its worth here it is : Branding - Value for People?...ukr2.ppt
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