In the New York Times, a fascinating sign of the times!
Coca-Cola is revamping its main website, and turning in into something much more like a magazine – called Coca-Cola Journey – than a corporate business website.
So, this is a move very clearly in touch with the zeitgeist, this is about sharing the ‘story’, creating real-time dialogue and conversation, a long way of course, from the old-school approach of tell and sell that characterises many (most?) corporate sites.
But, as the article says, the challenge is, exactly whose story? For every corporate one, there’s usually an alternative point of view that is also seeking an outlet. To what extent will it be heard and hosted on this site or is that a bridge too far?
http://www.nytimes.com/2012/11/12/business/media/coke-revamps-web-site-to-tell-its-story.html?_r=0
To check out the new site…. http://www.coca-colacompany.com/