Evolving Media Strategies of Major Brands

Starbucks and Coca-Cola are recently venturing into the media landscape with initiatives like Starbucks Studio and Coca-Cola Lens, reflecting a shift in their content strategies. Unlike traditional media approaches, Coca-Cola aims to provide educational content tailored to its B2B audience, utilizing insights to develop consistent and relevant materials. In contrast, Starbucks is focusing on engaging a broader consumer base, recognizing the importance of audience-first content strategies to enhance brand engagement. Both brands illustrate a trend where established companies are beginning to think and operate more like media entities, demonstrating the evolving nature of content consumption and marketing.