Month: March 2016

Is your brand too abstract

Has the search for purpose got in the way of selling?

Coke’s new campaign direction feels like a push back towards product-focused advertising. The decision to move away from the more abstract concept of happiness towards a campaign that focuses much more specifically on the taste and the bottle begs the question: are marketers trying to be too clever? With all the focus on searching for purpose, have we forgotten that we’re here to sell?