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

[Ben Hunt]

...Following a brand consultancy campaign, Christianity also cleverly

reorganised its brand values when trying to make inroads into the northern

Italian market (a huge opportunity of the time), when it promoted a feminine

deity (Our Lady, Queen of Heaven, Mother of God) in order to reduce the

unique selling point of the local pagan religion that had a central Goddess

figure.


Christmas trees, Halloween...blah blah blah...


: )B


Ben Hunt

Producer

Poulternet

ben [dot] huntpoulternet [dot] com

www.poulternet.com

0113 383 4200

direct: 285 6469




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

From: Lois Grayson [

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

]

Sent: 11 September 2000 15:05

To:

uk-netmarketingchinwag [dot] com

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



Shit! Now I'm going to have to find/visit/contact the History of Advertising

Museum (yes it does exist) and get to the truth. If I ever trace the ad (and

I'm so mad I'm convinced I've seen it) and can verify it's impact I'll let

you know.


As Mike pointed out Christianity actually appropriated the (originally

Scandinavian AFAIK) pagan myth of a beneficent woodcutter and overlayed St

Nicholas (Santa Nicklaus - hence Santa Claus) on top of it in order to

encourage the embryonic faith of innocent people; much as Christians built

baptisteries over ancient Celtic Wishing Wells in the 15th Century in

Cornwall

And early Victorian Christmas cards do portray FC in brown and green

woodman's clothes - SOMETHING provoked the cultural change, and I've come

across no other explanation


Being a Brand Goddess (TM) I have to believe in the power of marketing or

I'd disappear


Lois


[Sam says: msg chopped]



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