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Detail how the organization and composition of the communication contribute to its effectiveness

"Impressive Writing" Please respond to the following:

Share an example of a strategic, professionally written, strategic communication piece.

Identify the key message.

Detail how the organization and composition of the

communication contribute to its effectiveness (4­8 sentences recommended). Note: Remove any personal identifying information and language from the communication prior to sharing, or if it is from the Internet, provide a link to the source.

For this discussion, I reviewed many professionally written documents and chose the Coca Cola’s marketing document as a piece of “impressive writing”. The article is titled “‘One Brand’ Strategy, New Global Campaign Unite Coca-Cola Trademark” and it is very much like a press release from their marketing department.

Why I chose this article?

My primary reasoning for choosing this article is my perception of the brand, Coca Cola. As a consumer, I love Coca Cola products so my first instinct told me to review their documentation to see what they do to stay popular and relevant.

Key Message

The key message of their article is in their trademark, which is “taste the feeling”. It is outlined in the first paragraph of the article that the organization is now shuffling their marketing campaign by combining all Coca Cola products under one brand and one marketing theme. This marketing theme is being referred to as “taste the feeling”.

Strategic Value of Article

The strategic value of this article is listed in the second paragraph where the statement from the Chief Marketing Officer Marcos de Quinto is presented. The Chief Marketing Officer is clarifying his intentions by combining all the Coca Cola products under one brand. His strategy is to enhance the brand by letting consumers know that there is a Coca Cola product designed for every type of consumer whether it is a caffeine-seeking consumer or a taste-loving consumer, there is a product for everyone. Our textbook, Guide to Managerial Communication, lists the message strategy approach on page 19 (Munter et al., 2014). Based on that, this article harnesses the power of beginnings and endings by listing the key message in the beginning and then returning to it towards the end.

Professional Relevance

Without any stretch, this is a professionally written article as it follows the direct approach (also known as BLUF) method by stating the overall main point in the beginning. It also aligns with the typical business writing idea chart as listed on page 41 of textbook (Munter et al., 2014). The ‘assertion’ was

demonstrated with the key message of ‘one brand for every consumer’. The ‘process’ is the rationale for change; here is the direct quote”

“Taste the Feeling” will bring to life the idea that drinking a Coca-Cola – any Coca-Cola – is a simple pleasure that makes everyday moments more special.

It end with the ‘recommendation’ by emphasizing the new Coca Cola brand and its relevance; here’s a direct quote that illustrates:

“Coca-Cola is central to each moment; without it, there is no story. Images are cropped in a way that closes in on the Coca-Cola bottle, while still telling a personal story.”


Moye, J. (2016) ‘One Brand’ Strategy, New Global Campaign Unite Coca-Cola Trademark.

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