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

[Michael Reidy]

I agree with Ray, but I'll let him stir things up today!


MR


Michael Reidy

Marketing Director & Online Media

Bespoke Publications Ltd

7 Eastgate

Banstead

Surrey SM7 1RN

England

T. + 44 (0)1737 215200

F. + 44 (0) 1737 356433



		-----Original Message-----

		From:	Ray Taylor [

rayeyeconomy [dot] com (mailto:rayeyeconomy [dot] com)

]

		Sent:	Wednesday, September 06, 2000 8:40 AM

		To:

uk-netmarketingchinwag [dot] com

		Subject:	Re: UKNM: The truth about the value of

Coke's brand


		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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