Coke recently outlined a shift in focus from decades of great ads to a focus on compelling content. They outline the strategy here:
http://www.youtube.com/watch?v=LerdMmWjU_E
and here:
http://www.youtube.com/watch?v=fiwIq-8GWA8
A nice execution of the strategy can be seen here:
http://www.youtube.com/watch?v=Sh2v1XfQ-SE&feature=player_embedded#!
If find a clearer explanation of where marketing is at right now, please let me know.
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