Re: UKNM: The truth about the value of Coke's brand

[Ray Taylor]

Following on from what Charlie Osmond <

charlieosmondyahoo [dot] com

> said...


...It also follows that the 65% who prefered Coke in the open test were

heavily influenced by all the communications output from the Coca Cola

company over the decades.


But if you asked them whether they were influenced by brand advertising,

these same 65% would say "of course not, I never take any notice of

advertising," in much the same way as they might say "I never click on

banner ads."


A person's dignity (particularly a young adult's dignity) would be offended

by any admission that, far from exercising free will in product choice, that

person is merely responding - and without thinking - to an advertising

message.


This is the root cause of anti-advertising feeling - a gut reaction to one's

latent fear of losing one's ability to choose for one's self.


It is important to understand the difference between responding to a need,

and making a choice.


Nobody "chooses" Coke, they merely respond to a desire or belief that has

been planted in their subconscious by a series of advertising campaigns.


Ray Taylor



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