Guy Duncan, Coca-Cola global creative director, leads this month's lineup for On Branding, a digital documentary and podcast series produced by Atlanta, Ga. brand and marketing agency Brand Fever. The show, now in its second year of production, is broadcast in over 75 countries to a community of top-tier marketing officers, entrepreneurs and designers.
Duncan, who manages Coca-Cola, Diet Coca-Cola and Coca-Cola Zero – the trilogy of Coca-Cola brands – oversees all major international marketing, advertising and content initiatives, including worldwide events like the Olympics and World Cup.
The On Branding episode focuses heavily on Coca-Cola's legacy of brand storytelling and the initiatives brought to market by VP of Global Advertising Strategy and Creative Excellence, Jonathan Mildenhall's team, which works to add value through "content excellence”.
Brand Fever CEO Vicky Jones said the show is honored to feature Duncan, a true brand and consumer advocate.
“Coca-Cola represents everything we believe encapsulates a beloved worldwide brand,” she said in a prepared statement. “Whether it’s inspiring community, collaboration or creativity, Coca-Cola’s philosophy of simple, shareable stories has inspired every CMO and expert marketer in the world to do the same.”
"A great story is one that you tell someone, but also one that's designed to be told to other people too," he said in the video. "That's what we do at every touchpoint of Coca-Cola marketing. When we do that, it spreads, and we add value to our brand."
Duncan explains that Coca-Cola's storytelling experiences follow a common theme in putting customers front-and-center, thanks to offbeat vending machine stunts on YouTube, efforts at cross-border peace through sharing, real-time music events and branded cross-promotions in blockbuster movies like Skyfall.
"We have done so many exciting things around our vending machines: dance vending, hug vending, smiling vending," he said. "It's become a philosophy to the brand; we put consumers at the forefront and have made them heroes of our advertising and storytelling." Watch video.
