The Journey to Shared Value

Joseph V. Tripodi, Executive Vice President and Chief Marketing and Commercial Officer, The Coca‑Cola Company, at Cannes Lions 2012

June 18, 2012 -- Joe Tripodi discussed what it takes to build marketing leadership in a turbulent world. His own philosophy on this is that Coca‑Cola requires a deep and meaningful shared-value approach as consumers and stakeholders increasingly judge companies and brands as much on the content of their character as the quality of the products and services they produce and market.

Joe sees Coca‑Cola embarking on a journey to shared value that involves engaging every aspect of the market, building cultural leadership and creating a network advantage as consumers and stakeholders move beyond brand loyalists to brand advocates.

Joe also outlined some of the collaborative partnerships the company has built, which is not only creating shared value but which has also fueled an explosion of new creative energy at Coca‑Cola.

Excerpt from Joe Tripodi's 2012 Cannes Lions Presentation

Demographic shifts, attitude shifts, changes in the way people communicate, new ways to make transactions, and ubiquitous global conversations have created a marketplace like we've never seen before.

The way we communicate is creating a revolutionary culture across the world. A culture that is highly informed, empowered and instantly connected to sympathetic friends and allies everywhere and all the time. It creates a place where mob rules. It is a marketplace where consumers have the tools to topple governments. Where street art unites tens of thousands and inspires them to "Dance with Revolution."

This modern wired network of individuals elected Barack Obama President of the United States. Making him one of the most powerful people in the world. It was this same kind of network that connected protesters behind last year's Occupy Movement in cities and countries, all around the globe. All of this has HUGE implications for our brands and companies, and the way we engage with people. Because even in revolution, our brands are still part of the cultural landscape. As advertisers and marketers, what is our role in a world where consumers have this type of influence and power?

A world where cultural revolution is alive... and the mob is actually the collective voice of wired, networked, individuals?