On Branding

Guy Duncan is a man of many Chuck Taylors. Several dozen, actually. Which is fitting, since the Coca-Cola Global Creative Director is always stepping foot on a new continent, managing Coca-Cola, Diet Coca-Cola, and Coca-Cola Zero – the trilogy of Coca-Cola brands – and overseeing all major international marketing, advertising, and content initiatives, including worldwide events such as the Olympics and World Cup.

Coca-Cola, consistently ranked as the world’s top global brand, has championed marketing based on its “Open Happiness” and “Share a Coke” campaigns, as well as its “Content 2020” vision for innovation, design, digital engagement, and branded communications. Its most popular YouTube spots typically feature a vending machine and spontaneous stunts, like dance-offs and singing competitions. In some cases, the machines have been placed in areas where political and social upheaval prevent Coca-Cola consumers from face-to-face interactions, therefore attempting to bring peace.

On this episode of On Branding, Guy tells us how Starsky & Hutch introduced him to the facets of brand storytelling, why placing the consumer as a hero in Coca-Cola’s offbeat advertising makes an impact beyond geography or language, and what the challenges are to being the world’s most highly ranked creative director.

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On Branding

Brand Fever

"On Branding" is a biweekly series dedicated to helping you get to know brands (and branding) better. Part podcast, part digital documentary, "On Branding" introduces you to the world's most celebrated brand creators, innovators, entrepreneurs and experts,…


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"On Branding" is a biweekly series dedicated to helping you get to know brands (and branding) better. Part podcast, part digital documentary, "On Branding" introduces you to the world's most celebrated brand creators, innovators, entrepreneurs and experts, giving an unprecedented behind the scenes look at Fortune 500 companies and organic, homegrown successes. Join the conversation as host Amanda Serfozo, Brand Fever Content Strategist and Copywriter, meets the brains behind the brand, and the builders that go boldly where no brand has ever gone before. No matter where you go, your brand is always on — so take On Branding with you.

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