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

[Michael Reidy]

The Coke Santa Claus illustration is interesting, but I'm not sure it

illustrates brand-power in that neither Coke nor Father Christmas leads us

immediately to think of the other (unless we're ad/marketing types!)


Hitching on to existing images, occasions and traditions to establish

something new is an ancient practice, notably (and successfully) carried out

by the world's major religions. I'm not sure they called it branding,

however.


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:	Lois Grayson [

loisgdialstart [dot] net (mailto:loisgdialstart [dot] net)

]

		Sent:	Saturday, September 09, 2000 12:54 AM

		To:

uk-netmarketingchinwag [dot] com

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

Coke's brand


		Cynics might say that they no longer believe in branding (or

Father

		Christmas) but that's just so much urban edge shit - a

fashionable position

		assumed for effect rather than a deeply held opinion. Or so

I reckon.


		Lois



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