How Coca-Cola Moves at the Speed of Culture


Is it possible to anticipate changes in culture when it moves at such a rapid pace? This may be the wrong question to ask. Instead of trying to keep pace with culture, why not try to create it? Brand professionals can then seek innovative avenues—whether in the metaverse, Web3, or elsewhere—for the new things they wish to build.

Hear directly from Coca-Cola and VIRTUE Worldwide about: 

  • Creating culture at the end of ‘monoculture’;
  • How Coca-Cola plays with new ideas while remaining true to their brand;
  • How to engage young people as tech transforms youth culture in drastic ways;
  • Avoiding ‘creation by committee’ with small, diverse teams;
  • Picking the right metaverse for your brand;
  • How smaller businesses can take innovative risks within their budgets and parameters.
How Coca-Cola Moves at the Speed of Culture

State of the Brand

Experts reflect on the state of the branding industry in their particular region, highlighting fundamental rights and wrongs, along with possible solutions. Each edition tackles a different part of the world.

The Roundtable

The Roundtable gives global branding leaders the opportunity to discuss key issues and trends in depth.

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Don't Panic!

Don’t Panic! is a monthly 1:1 interview series with a fearless leader to discuss the key growth challenges of their brand – and how they’ve tackled them head on.


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Branding over Wine

Each month we’re inviting one international marketer or brand manager we admire for a candid conversation about how to grow viable brands and businesses. Let’s see what worked and, just as important, what didn’t work for these amazing practitioners by addressing the hurdles of global marketing management.

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Heineken: Stay a Local Global Brand by Facilitating, Not Dictating

Obabiyi Fagade

In this Branding over Wine podcast episode, Obabiyi Fagade, commercial development manager of global brands at Heineken, explains the importance of embracing the local while remaining open to global influences. In Africa’s emerging markets, for example, marketers have the opportunity to elevate local cultures in their brands, but they must be open to change and outside influences to do so.

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Jim Misener

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Franchising Creativity with McDonald’s Global CCO @ DDB

Luis Miguel Messianu

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Prof. Jenni Romaniuk

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Digge Zetterberg, Frontify’s head of communications, talks about what makes Scandinavian brands so successful – from the relationship between brands and societal values to democratizing products, and everything in between.

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Google’s chief measurement strategist, Neil Hoyne, brings clarity to how data and marketing come together; what and how to measure; moving beyond a single transaction; embracing human nature; and more. Concrete examples and spot-on metaphors outline a solid course of action for marketers everywhere.

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What Is the Role of Marketing and Branding Within Organizations?

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Theo van Uffelen, seasoned marketer (Unilever, Coca-Cola) and European marketing manager at Yakult, talks about purpose; the role of marketing and branding in organizational cultures; how marketing and marketers have changed over the years; and how to build a high-performance (marketing) culture.

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Dr. Erich Joachimsthaler, founder and CEO of Vivaldi and award-winning author, explains why the creation of value has shifted towards the consumer side and how digital business models can help brands transition to an interactional relationship with consumers, all with eye-opening examples.

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Prof. dr. Koen Pauwels, Northeastern University

Prof. dr. Koen Pauwels, Distinguished Professor of Marketing at Northeastern University, talks about how mature and emerging markets imply different levels of importance for a brand’s assets; what and when to measure; and much more – all through the lens of his impressive studies and work experience.


We've invited experts from around the world to tackle important subjects for any brand leader. We question if purpose really is for every brand, think of ways to get closer to your consumers through data-driven personas and micro-actions, discuss how sonic branding can help your impact and memorability, and more.

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How Coca-Cola Moves at the Speed of Culture

Is it possible to anticipate changes in culture when it moves at such a rapid pace? This may be the wrong question to ask. Instead of trying to keep pace with culture, why not try to create it? Brand professionals can then seek innovative avenues—whether in the metaverse, Web3, or elsewhere—for the new things they wish to build.

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Make It About Micro-Actions, Not Big Gestures

Hollywood promotes love and big gestures as if the latter leads to the former. But just as love needs to be proven through everyday actions, and not just the occasional big gesture, so should brands try to keep the spark alive with their consumers and fans. Easier said than done, right? Let’s see what the experts have to say.

Purpose – It’s Not for Everyone

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Using personas as target audience descriptors helps inspire clients, creatives, and internal marketing stakeholders, but if you want to win pitches or get marketing projects approved, inspiration is no longer enough. Clients and managers demand more and more that target audiences be based on facts and figures – and rightfully so.


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