Enterprise software solution for managing brands.

1. Blueprint 2.0
Presented to the Coca Cola Company
October 29, 2009

2. BLUEPRINT 1.0
• Technology proliferation
and media fragmentation
• Architecture for ownable
media space

3. Blueprint 1.5
•Emergence of communities
•Activation of the long tail
•Deeper consumer experiences

4. Blueprint 2.0
Better sequencing, multi-messaging
Everlasting and ongoing communications
Consumers dictate action & conversations

5. Socialnomics
click to view youtube video

6. Introducing the Brand Being
creating human relationships with consumers
Fluid
Adaptive
Altruistic
Harmonious
Sustainable

7. How we design human relationships that foster brand love
Relate
Respond
Connect
Dialogue
Educate
Collaborate Share
Act
Involve
Inform

8. Our Roadmap to Get There
Identifying Relating Acting Responding
Know who
Discover what Bring
the brand is Guide how the
inspires the brand
and what brand will react
consumer action to life
it wants to be
Tracking

9. Welcome, Janelle
account | log off
Workspace Identify Relate Act Respond Track search

10. Welcome, Janelle
account | log off
Workspace Identify Relate Act Respond Track search
Factiva Status Team
Company Finance Alert Waiting for Brand Manager approval SMG
Coca-Cola Sees Positives In Mixed Third Quarter
Results
Linda Shapiro
Pepsi Bottling Group dips 0.3% on high volume linda.shapiro@mediavestww.com
falling for a third consecutive day, a three day fall of 212-468-2949
1.2% October 20, 2009 Recent Activity sort
Juan Colon
juan.colon@mediavestww.com
212-468-3825
Juan edited Sight, Sound and Motion 2 minutes ago
Iconoculture John Ohara
john.ohara@mediavestww.com
Linda commented on Responding 40 minutes ago 212-468-4250
FUNNY FACE
Products with the right combination of wit, John added Time Spent with Media.pdf 3 hours ago Janelle Thompson
machismo and efficacy are turning men’s janelle.thompson@mediavestww.com
heads in the personal grooming space 212-468-3640
Erin commented on Triggers 3 hours ago
PHOODIES
How smartphones are changing the way Roberto commented on Triggers 9 hours ago Coke Youth
consumers plan and shop for meals
Kendra likes on Truth about Youth yesterday Geoff Henry
gehenry@na.ko.com
404-676-0883
Tags all activity
Roberto Mastrocola
rmatroola@na.ko.com
fashion style cities magazines
autos Feeds f 404-676-3198
drama electronics entertainment @rhodzy Glad you like our ad, Jonathan! Keep an eye out for it! Wieden+Kennedy
community service games about 3 hours ago from CoTweet in reply to rhodzy
Mark Jacobs
college movies
mark.jacobs@wk.com
health home medicine @AMAAtlanta Good luck to Shane Grant, although he has probably already started speaking! 415-412-5221
about 5 hours ago from CoTweet in reply to AMAAtlanta
news people places politics science
sports states technology tv Turner Duckworth
Jessica Rogers
jessica@turnerduckworth.com
415-675-7788

11. Welcome, Janelle
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Brand ID- Coca Cola Red Can Save Share Print
Identify Relevant Extrinsic/Insights to Further Connect with Youth
Business Objective: Expand Reach by Leveraging Strategic Properties
Focus on Connecting in Relevant Channels Where Teens Shop
Reclaim Coke’s functional relevancy with teens and to create desire for the liquid.
Role of Communications
Build brand relevancy with young people (“a brand for someone like me”)
Coke has lost its functional relevance with the influx of specialty beverages like infused waters,
teas and sports drinks. Teens lack a strong affinity for the brand, which has become wallpaper
Challenges
to them. Misperceptions about Coke causing obesity are hurting our ability to recruit
new generations.
Brand Idea Coke brings joy
Target Youth 12-17
Tonality Positive, optimistic, fun, genuine, conversational and energetic
Provoke teens to desire an ice-cold Coke by re-establishing the functional and emotional
Communications Strategy
relevance of the liquid.
Core Creative Idea Coke is the refreshing antidote to modern day woes
Relationship ID
Is a refreshing drink Gives me enjoyment anytime
Is a thirst quenching drink Is cool
Is great tasting Is comforting and relaxing
Goes well with food Is always doing new things
Is good for when you are having fun with friends Is for someone like you
Has a premium quality Has a real cola taste
Is an uplifting drink Is for teens and young adults
Is a soft drink that is genuine and authentic Is a brand with attitude

12. Target Youth 12-17
Tonality Positive, optimistic, fun, genuine, conversational and energetic
Provoke teens to desire an ice-cold Coke by re-establishing the functional and emotional Welcome, Janelle
Communications Strategy
relevance of the liquid. account | log off
Workspace Creative Idea
Core Identify Relate Act Respond
Coke is the refreshing antidote to modern day woes Track search
Relationship ID
Is a refreshing drink Gives me enjoyment anytime
Is a thirst quenching drink Is cool
Is great tasting Is comforting and relaxing
Goes well with food Is always doing new things
Is good for when you are having fun with friends Is for someone like you
Has a premium quality Has a real cola taste
Is an uplifting drink Is for teens and young adults
Is a soft drink that is genuine and authentic Is a brand with attitude
Relationship Goal
Establish (new brand, new target)
Protect (indifference, disengagement, alienation, category or competitive
environment)
Transform (repositioning, evolution)
History
Erica 16:22 est, 21 July 2009
(Reverted edits by Geoff) (undo)
Geoff 21:21 pst, 13 July 2009
(Grammar correction and text simplification) (undo)
(edits to Relationship Goal) (undo)

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Primary & Qualitative
Syndicated Targeting Data
Research
Partner Agency
Modeling & Analytics
Consumer Presentations
Media Behavior PDFs Truth & Triggers
Needs security

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Lifestyle & Passions Save Share Print The Brain
Syndicated Data
Attitudes about leisure activities (%)
Demographics
Lifestyle & Passions
I enjoy hanging out with my friends
I really enjoy spending time on the computer Sight, Sound & Motion
100 I love playing sports
89 I enjoy playing videogames Ethnic Highlights
Sports are a part of my social life
75
70
61 Primary & Qualitative Research
58 50
54 K&I Presentations (pdfs)
25
Agency Presentations
0 Focus Group Reports
Social Media Listening
Modeling and Analytics
Sports participated in in past 12 months
K&I Mix Modeling
Basketball CEM Analysis
Football
Swimming Other Analysis
32% 25% Jogging
Truth and Triggers
21% 23% Truth
Triggers

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Truth about Youth - Pressed for Access Save Share Print The Brain
I Believe In me I Enjoy Going online Syndicated Data
Friends make my life better Going to school
Demographics
Popularity matters A challenge
Lifestyle & Passions
Friendships are a 24/7 responsibility Going to the mall
Sight, Sound & Motion
I can acheive anything I want in life Being included
Membership has its privledges Ethnic Highlights
Creating my own style
I can overcome most obstacles Exploring online
Primary & Qualitative Research
In giving back Sharing with my friends
In having direction Spending time with my family K&I Presentations (pdfs)
My opinion matters Sports Agency Presentations
Everything will work out in the end Technology Focus Group Reports
Social Media Listening
I Love My friends I Want Have Fun
Modeling and Analytics
Music Social Currency
My cellphone K&I Mix Modeling
Be known
Showing off CEM Analysis
Be stylish
Texting freedom Escape boredom Other Analysis
Hanging Out Access to more things
Technology Be within reach of my friends always Truth and Triggers
Movies Stay connected
Truth
Feeling young at heart Try new things
Feeling needed Triggers
Be respected by my peers
Technology Be empowered

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Triggers that Inspire Action
21 11 3 6 6 0 14 10 0
Linking In Opening Doors Entertaining We
create ways to connect, share and showcase access and exposure to success and fame indulge in stimulating experiences

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Triggers that Inspire Action
Comments
Kendra Today 3:50pm est
I love this one. I think it is super important we focus on
connections.
Mark Yesterday 6:00pm est
And give youth highly visible sharing platforms.
21 11 3
Linking In
Geoff Today 5:00am pst
create ways to connect, share and showcase
This is interesting. Could we do something on facebook?
6 6 0
Opening Doors
access and exposure to success and fame Mark Yesterday 6:00pm est
Facebook or MySpace?
14 10 0
Entertaining We
indulge in stimulating experiences Add a Comment
email (put commas between email

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Opening Doors Linking In Entertaining We
Trigger Matrix Save Share Print
INTEREST INVOLVE PURSUE
How can the brand catch my How can the brand connect me to How can the brand interact with
attention? my passions? me as I seek out and act upon my
passions?
New content and experiences Deeper connections through
Ways to share and showcase
that provide social currency enhanced functionality or
myself to my friends
experiences

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Opening Doors Linking In Entertaining We
Comments (4)
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Kendra Today 3:50pm est
Did you consider retail or food service channels that make sense?
Janelle Today 3:50pm est
We talked about it any ideas?
Juan Yesterday 6:00pm est
Brand was talking about a McDonald’s program
Add a comment
Mark Yesterday 6:00pm est or like this comment
Cool. I see that Facebook is a consideration.
Add a Comment
email (put commas between email addresses)

20. Welcome, Janelle
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Workspace Identify Relate Act Respond Track search
Opening Doors Linking In Entertaining We
Brand Response Diagram Create ways to connect, share & showcase
Consumer Response Join Share Evolve Ignore Disparage
Welcome and Facilitate and Showcase /
Brand Reaction provide more Enhance Spotlight Disassociate Try Again? No Action
Recruit/Encourage Cease and Desist
Reward Social Media Apps Cease and Desist
UGC
Entertainment Visible Platforms Give Credit
Experiences
People

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Response Tracker
Triggers Opening Doors Linking In Entertaining We
Demonstrate how to achieve success Indulge in stimulating
Create ways to connect, share and
Road Map Access ways to earn life-changing
showcase experiences
experiences
Accept Follow Join Join
The Role of the
Consumer Conversation Starters Conversation Starters Conversation Starters
Fame Access Showbiz Pop Culture Comedy, Gossip, Movies, Gaming
MTV Movie Awards Coke Insider Search MySpace Destination Page
Approved Plan BET My Formula Video Upload Contest Premios Juventud Secretos Did Not Activate
Tactics Univision Viva El Sueno Destapa Tu
Sueno Sounds of Buzz Destination

22. Road Map showcase experiences
experiences
Welcome, Janelle
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Workspace Identify Relate
Accept Follow Act Respond
Join Track Join
search
The Role of the
Consumer Conversation Starters Conversation Starters Conversation Starters
Fame Access Showbiz Pop Culture Comedy, Gossip, Movies, Gaming
MTV Movie Awards Coke Insider Search MySpace Destination Page
Approved Plan BET My Formula Video Upload Contest Premios Juventud Secretos Did Not Activate
Tactics Univision Viva El Sueno Destapa Tu
Sueno Sounds of Buzz Destination
Monitoring for Consumer Response: Volume, Tonality, Sentiment & Topics, Click Thrus & Video Views
Dynamic
Relationship
Management
Sustain Revise NA
Success
Metrics Determine if Relationship Goals Were Met
Record a Consumer Interaction

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Success
Metrics Determine if Relationship Goals Were Met
Record a Consumer Interaction
Title Other
Description
Tags
facebook autos sports games
drama electronics entertainment
Consumer Response Note
Share Jan 3, 2010 - Sept 9, 2010
Brand Reaction
Facilitate and Enhance Submit

24. Blueprint 2.0
What’s New
Contemporary Approach: Action & Response
IMC Facilitation: Collaboration
Social Media Preparedness: Strategy & Relationship Management
Increased E!ciency: Centralized storage, Organization & Planning
Greater Accountability: Alignment with Human Relationships

25. Introducing the Brand Being
creating human relationships with consumers
Fluid
Adaptive
Altruistic
Harmonious
Sustainable