More than any other brand that has tried to do so, Coca-Cola has occupied the territory of “happiness” by tapping into emotions that go so much deeper than the bubbles. In place of the voice of authority, stakeholders in the digital world demand “proof of authenticity”. Are you who you claim to be? And, who do you claim to be? One of the co-authors of this white paper went on to become the IBM CMO, Jon Iwata. Jon is a remarkable client who helped reinvent traditional notions of marketing and public relations. He has an instinctive dislike of what he calls “campaignery”, which has inspired his own work at IBM over three different interactions of the brand’s public presentation of itself – in other words, its platform. A quotation from Abraham Lincoln is much in use at IBM: “Character is the tree, reputation is the shadow.” Is advertising in the digital age a player in the shadows, or a builder of character? In working with clients such as IBM, Dove and Coca-Cola, we learned there was a simple way to capture their deeper values, so that IBM’s proof of authenticity lay in its declaration that all the world’s problems, from healthcare to security, and cities to global commerce, can be resolved through humankind’s unique ability to “think”. Dove’s lay in re-establishing the relationship between women, their inner selves and