By Gordon Plutsky
The concept of brands becoming publishers/media channels is not new, but Coke just took it to a new and exciting place. They just re-launched their website, the first refresh since 2005, and turned their online presence into a consumer magazine called Journeys. Specific details from the New York Times can be read here.
The key point is that Coca-Cola realizes they need a smarter approach to selling a commoditized product in a new media world. Advertising is getting less effective as technology gives consumers more