Hammock’s current Idea Email focuses on the approach the Coca-Cola Company has taken to radically pivot away from what most companies do with their corporate websites. Traditionally considered little more than a brochure website and repository for press releases and administrative content, Coke has transformed the site into an ever-changing and engaging “publishing model” site called Journey.

Just how different an approach is Coca-Cola taking? Compare the look and approach of the Coca-Cola site, a strategy Coca-Cola calls a “publishing model,” compared to the corporate websites of the top ten companies listed this year on the Fortune 500.

coca cola advertising approach compared to other corporate websites publishing model