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The philanthropic activities of Coca-Cola are impressive and commendable. However, it should be noted that they are separate from the official marketing initiatives. To be clear, my opinion of this company is good concerning social responsibility. I’m mostly just using Coca-Cola to illustrate a point—although, they could realize my aspirational vision for the future of marketing.
This is my vision: The future of marketing is philanthropy. What Coca-Cola isolates under “Corporate Giving,” should be front and center. Coke could have an even bigger impact on improving the human condition. The company could save lives, help whole generations of children grow up healthy and educated, and in the process, build an enduringly meaningful brand.