Why Some Brands Seem Anti-Social

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NEW YORK When Coke relaunched its Web site a year ago, it ditched a dry corporate venue in favor of a global YouTube-like outpost to celebrate consumer creativity with a series of monthly contests. Just one year later, the beverage giant has changed course, quietly closing down The Coke Show, the site’s challenge series, and launched a less ambitious site that links to Coke’s many Web destinations.

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