Watch today's On-Purpose Business Minute then invest 15 more minutes to watch the Coca-Cola Content 2020 videos posted below. In them you'll see this On-Purpose concept put into action and then some and then some more. It is mind-blowing to see how Coke has moved from selling caffeinated sugar water to a global cause and conversation around its brands.
Perhaps you can use this On-Purpose Minute to create a conversation with your team or ad agency or social media expert to assess the strategic implications to your business. What are your impressions; guesstimates on what it has cost you to write, create, and produce marketing efforts that aren't based in your purpose and strategy? What other lessons, insights, or feelings has this On-Purpose Business Minute stirred in you?
Frequently, I'm asked, "What is strategy or strategic plan?" Coca-Cola illustrates that question from the point of view of a world-class brand. These videos, while technically sophisticated in thought, bring strategy to life in a visually appealing and rapid manner. It may seem "liquid" but it is thick! Don't let it intimidate you. Instead allow it to inspire you.
(FYI — it is purely coincidental that I happened to use a white board for this On-Purpose Business Minute. Coca-Cola and I have different production budgets! Ha, an understatement!)
Part 1 of 2 (7:28 Minutes)
Part 2 of 2 (10:18 minutes)
Only business people call Facebook, LinkedIn, Twitter, and the like, "social media." Media is a broad term in marketing that is associated with print, radio, TV, electronic, and, now, social media. While the rest of the world is busy socializing, we business folks are figuring out a way to engage in their conversation a la Seth Godin's brilliant Permission Marketing approach.
Let's think of media as merely a channel or means to get out a message. For example, I'm in the business of getting out the On-Purpose® message. I leverage media to help me spread the word.
Far too many business people are struggling with making sense of this new media opportunity. The problem is their focus is in the wrong place, yet again. It is a classic case of fire, ready, aim. The technology isn't the key — it is the means. The true challenge is the strategy.
There's a well-defined "chain of strategic command" that is too often overlooked with costly consequences. Social media is simply that latest victim of a busted chain and dangling tactical activities.
Put it in perspective. Invest in your core strategy and then bring it to life tactically. Activity in the absence of strategy is simply wishful thinking and lazy business leadership.
Feeling convicted yet?