Brands don't become great by monitoring the past

I read an interesting piece from WARC News this morning about Coca-Cola and Procter & Gamble leveraging the information available on social media to generate brand insights. Coca-Cola has been testing a system, developed by Netbase, which tracks commentary covering 75 million sources including Facebook and Twitter, alongside blogs and forums.

The article also provided a key quote from Stan Sthanunathan, vp, marketing strategy and insights at Coca-Cola, who said "Brands don't become great by monitoring the past," Sthanunathan added. "The challenge is to have a point of view on the future."