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News, views and trends...from the worlds of Branding and Naming.

Don’t Stop Believin’

16 Nov 2012

Coca Cola recently announced a major overhaul of its website under the moniker “Journey”

Websites often like to think that their content is so compelling it creates a ‘destination’ for the visitor and this is probably what inspired Coke in the first place.

Branding the site ‘Journey’ subtly invites and encourages participation and engagement with the Coke brand both on a local and global level.

It’ll be interesting to see how many unique visitors come along for the ride.

Interestingly, the name ‘Journey’ is actually recycled – it was previously used by Coke for a internal magazine. In fact, clients often forget that they have a veritable treasure chest of unused trademarks which can often be recycled.

Speaking of Journey, I’ve now got the rock band and their early 80s megahit stuck in my head.


POSTED BY: want | IN: Blog
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