• Brafton News, Monday, November 14, 2011 9:43 AM

At ad:tech New York 2011, Wendy Clark, SVP of integrated marketing communications at Coca-Cola, talked about the “eight principles for maximizing brand value”: be shareworthy; integrate; think horizontally; more good, not more more; listen, or “listen twice as much as you talk”; consistency x relevance x scale (done over time); collaborate; and do not accept the status quo -- "Be relentless."

For the latter, everyone behind the scenes must be aligned in strategy and passion to spend the hours getting each facet of every campaign right. Each team member should be ready and eager to promote your brand to friends, family and their online audiences, demonstrating personal investment in its success. Great brands are proactive, forward-looking and resilient.

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