The best digital stories are very truthful, emotionally honest, and database-driven. With any corporate database, you have many stories and have to decide what to show and how to show it. With Coke, it's all about what the brand means to people, individuals. If you understand what your brand means to individuals, personally, you can understand the core value of your brand. The stories are primarily about customer relationships with the product.
Every story is set as a brand story and has really meaty and real takes on brand.
This notion of branding, traditionally, was a way to take a bunch of wild animals and sort them out and know who owned what. Essentially we're in that arena again, with a need to separate one company's worth and meaning from another in a really crowded marketplace. If you're not heavily invested in how the Net can help you do that, you're really going to lose the brand battle. And many corporations have rich archives to help them tell these kinds of stories. You create a community of customers.