{"id":10864,"date":"2018-03-14T13:30:29","date_gmt":"2018-03-14T13:30:29","guid":{"rendered":"https:\/\/dev.say-u.com\/?p=10864"},"modified":"2021-05-12T10:13:59","modified_gmt":"2021-05-12T10:13:59","slug":"coca-cola-an-emotional-connection-to-the-brand","status":"publish","type":"post","link":"https:\/\/say-u.pt\/en\/coca-cola-uma-ligacao-emocional-a-marca\/","title":{"rendered":"The emotional attachment to the Coca-Cola brand"},"content":{"rendered":"

Coca-Cola \u2013 An Emotional Connection to the Brand<\/strong><\/p>\n

\"Coca-Cola\"<\/h4>\n

The Coca-Cola Company is a good example of the application of Content Marketing<\/a>. When we talk about Christmas, the well-known Santa Claus\u2014who is associated with the world\u2019s most famous soft drink\u2014immediately comes to mind.<\/span><\/h4>\n

This is one of the key factors behind the brand's ongoing connection with its consumers, and the campaign remains a success to this day.<\/span><\/p>\n

It is this kind of experience that customers expect from brands\u2014something built within the organization that, over time, has moved from concept to reality and establishes an emotional connection. A bond has been forged with the public; in other words, the brand succeeded in creating engagement by introducing an element that became part of people\u2019s personal lives and shaped their perception of this season.<\/p>\n

In terms of content, one could say the result is the same, because in a world where brands tend to communicate directly with consumers, Coca-Cola managed to innovate and focus on creative content. As a result, it implemented drastic changes that led to the end of its corporate website and a significant reduction in press releases.<\/h4>\n

Coca-Cola has bet on the storytelling<\/em><\/a> and is currently considered a model of success in this field. The company focused on sharing experiences and stories built around the brand, taking a risk by creating a digital newsroom with the launch of the Coca-Cola Journey website, and decided to diversify its presence on social media. This not only improved customer relationships but also influenced the way the organization operates. As a result, the core of the brand\u2019s strategy is the creation of engaging stories that are published immediately\u2014what might be called \u201cliquid content.\u201d The company aims to delight consumers by conveying a message that appeals to all their senses, thereby creating value and meaning for its target audience.<\/p>\n

Customer relationships are at the heart of Coca-Cola\u2019s mission and values; there\u2019s nothing better than creating personalized content that captivates people and turns them into loyal customers.<\/h4>","protected":false},"excerpt":{"rendered":"

Coca-Cola – Uma liga\u00e7\u00e3o emocional \u00e0 marca A empresa Coca-Cola \u00e9 um bom exemplo da aplica\u00e7\u00e3o de Content Marketing. Quando abordamos o tema natal\u00edcio vem longo \u00e0 mente o conhecido Pai Natal que se associa ao refrigerante mais famoso do mundo. Este \u00e9 um dos factos reais que envolve a continuidade da liga\u00e7\u00e3o entre a […]<\/p>\n","protected":false},"author":2,"featured_media":18769,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_seopress_titles_title":"","_seopress_titles_desc":"","_seopress_robots_index":"","_seopress_robots_follow":"","_seopress_robots_imageindex":"","_seopress_robots_snippet":"","_seopress_robots_primary_cat":"","_seopress_robots_breadcrumbs":"","_seopress_robots_freeze_modified_date":"","_seopress_robots_custom_modified_date":"","_seopress_robots_canonical":"","_seopress_social_fb_title":"","_seopress_social_fb_desc":"","_seopress_social_fb_img":"","_seopress_social_fb_img_attachment_id":0,"_seopress_social_fb_img_width":0,"_seopress_social_fb_img_height":0,"_seopress_social_twitter_title":"","_seopress_social_twitter_desc":"","_seopress_social_twitter_img":"","_seopress_social_twitter_img_attachment_id":0,"_seopress_social_twitter_img_width":0,"_seopress_social_twitter_img_height":0,"_seopress_redirections_value":"","_seopress_redirections_enabled":"","_seopress_redirections_enabled_regex":"","_seopress_redirections_logged_status":"","_seopress_redirections_param":"","_seopress_redirections_type":0,"_seopress_analysis_target_kw":"","_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[9],"tags":[472,245,112,11,12,276],"class_list":["post-10864","post","type-post","status-publish","format-standard","has-post-thumbnail","category-moversshakers","tag-sayuconsulting","tag-coca-cola","tag-conteudo","tag-marketing","tag-storytelling","tag-valor"],"acf":[],"_links":{"self":[{"href":"https:\/\/say-u.pt\/en\/wp-json\/wp\/v2\/posts\/10864","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/say-u.pt\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/say-u.pt\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/say-u.pt\/en\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/say-u.pt\/en\/wp-json\/wp\/v2\/comments?post=10864"}],"version-history":[{"count":3,"href":"https:\/\/say-u.pt\/en\/wp-json\/wp\/v2\/posts\/10864\/revisions"}],"predecessor-version":[{"id":18772,"href":"https:\/\/say-u.pt\/en\/wp-json\/wp\/v2\/posts\/10864\/revisions\/18772"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/say-u.pt\/en\/wp-json\/wp\/v2\/media\/18769"}],"wp:attachment":[{"href":"https:\/\/say-u.pt\/en\/wp-json\/wp\/v2\/media?parent=10864"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/say-u.pt\/en\/wp-json\/wp\/v2\/categories?post=10864"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/say-u.pt\/en\/wp-json\/wp\/v2\/tags?post=10864"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}