The Coca-Cola House: The Last and Definitive Move in the Attention War (the Branded Phydigital Planet Era)
(By Maurizio and Maqueda) It is an existential declaration of war against irrelevance. The Coca-Cola House is the physical manifestation of a brutal truth that global marketing (crossing) had been ignoring: the product is dead. Long live the planet, the brand ecosystem, and the expansion of category and themed brand experiences.
Reading time: about 4 minutes
(By Maurizio and Maqueda) It is an existential declaration of war against irrelevance. The Coca-Cola House is the physical manifestation of a brutal truth that global marketing (crossing) had been ignoring: the product is dead. Long live the planet, the brand ecosystem, and the expansion of category and themed brand experiences.
Reading time: about 4 minutes