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From the blog

Libel update

On 1 January 2014, the Defamation Act 2013 came into effect, replacing the previous libel law.

Coke gets into the magazine business

Coke's new online presence is more online magazine than commercial website. Here's why:

The site will offer articles on entertainment, the environment, health and sport. It will include longer pieces given prominence in the same way that magazines play up cover pieces, The New York Times reports. Interviews, opinion columns, video and audio clips, photo galleries and blogs also will be featured.

Coke's digital communications and social media teams have been re-organised to look more like an editorial team at a magazine. They have a production schedule and an editorial calendar.

"Why should our great Coke story stay internal?" asked Ashley Brown, Coca Cola's director of digital communications. "[Now] we are acting as news hounds in the organisation. It’s very much like at a newspaper or a magazine.”

The reason of these seismic changes is that customers are responding less and less to advertising. It makes no sense for Coke to spend their money on ads. But people are interested in stories, well-told, even if they come from corporate giants. And that's how you maintain your brand profile.