RE: Branding

From: <jptrenn_at_netscape.net>
Date: Thu 27 Feb 2003 20:14:53 -0600

Rob Frankel wrote:

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.


Hey Rob, our branding buddy

Wait a minute. Coke is not a good brand? People go to restaurants
and ask for a coke. Or sprite or diet coke. Ever hear of a rum
and pepsi? In the south, they ask for 'coke' as a substitute for
'soft drink'. Their sales force may be predators, but how does
that transfer directly to the customer ordering the coke at the
fast food restaurant, the movie, etc? Are we all supposed to buy
your book, Revenge of Brand X? Or should I say,
www.revengeofbrandx.com?


--
Jonathan Trenn
InterActivate




Received on Thu Feb 27 2003 - 20:14:53 CST