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

[will rowan]

Right on, Lois


In the mid-late '80's Marlboro ran campaigns (in Germany I think) to colour

towns & cities marlboro red - literally taking ownership of 'red'. I presume

that they mimicked the chevron shape too.


I guess the principle of embedding icons works, cos if you look at the

current

Smirnov tv ad, where the hero bowls down the boardroom table, his bowling

shirt

is marlboro branded. Why did the creative team put it there? And why did I

notice it? Sad, really.


Lois Grayson wrote:


> You miss the point. Once a year for two months + the Western world is

> bombarded by images of a childhood icon - an image which reaches a deep

> place inside people's psyche - and in each case that icon is dressed in

> Coke's brand colours. If you only consider brand associations to work at

the

> cognitive level then I'm surprised you do what you do for a living.

>

> Sorry to be rude I'm in a truly terrible mood this morning

>

> Lois

> ----- Original Message -----

>

From: Michael Reidy <michaelbespoke [dot] co [dot] uk>

>

To: <uknmchinwag [dot] com>

> Sent: Monday, September 11, 2000 8:27 AM

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

>

> > 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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