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Subject: Re[2]: UKNM: The truth about the value of Coke's brand
From: Paul Canty
Date: Tue, 12 Sep 2000 11:54:45 +0100

Hah... - maybe we could get affiliates in on the action too...

How about Santa wearing his red outfit, Diesel branded of course,
Marlboro cigarette in one hand and a bumper KFC chicken bucket with twirly
fries
in the other.

Then he could have a break... have a kitkat.

Quick, phone his agent...

;-)

Paul

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LG> You miss the point. Once a year for two months + the Western world is
LG> bombarded by images of a childhood icon - an image which reaches a deep
LG> place inside people's psyche - and in each case that icon is dressed in
LG> Coke's brand colours. If you only consider brand associations to work at
the
LG> cognitive level then I'm surprised you do what you do for a living.

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

LG> Lois
LG> ----- Original Message -----
LG> From: Michael Reidy <michaelatbespoke [dot] co [dot] uk>
LG> To: <uknmatchinwag [dot] com>
LG> Sent: Monday, September 11, 2000 8:27 AM
LG> 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
LG> out
>> by the world's major religions. I'm not sure they called it branding,
>> however.
>>
>> MR
>>
>> Michael Reidy


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Replies
  Re: UKNM: The truth about the value of C, Lois Grayson

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