Re: Branding

From: David M. Moon <david.moon_at_mediahog.com>
Date: Wed 26 Feb 2003 17:13:14 -0600

>Sure. There are lots of successful brands. That doesn't mean
>they're good brands. Lots of people think that Coca Cola is a great
>brand. Truth it, it's not. What coke has is a killer, slash and
>burn sales force that thinks nothing of twisting the arms of
>retailers wherever it goes. Wal-Mart is pretty much the same story.
>The reason they do well has nothing to do with brand; they're sales
>predators. They're good at it, but that doesn't make them a good
>brand.

Call me green ... But who makes the deciding factor of a good brand and
bad brand? And what is the difference between a successful brand and a
good brand? Has Coke always been a bad brand? I'm mighty confused ...

Dave Moon








Received on Wed Feb 26 2003 - 17:13:14 CST