Re: Branding

From: Cliff Kurtzman <moderator_at_o-a.com>
Date: Wed 05 Mar 2003 09:31:10 -0600

Rob Frankel <rob_at_robfrankel.com> wrote:

>But that's not the test of a brand. If you were to tell me that
>people insist on a Coke when their given a choice of other colas, or
>refuse those other colas and switch to another beverage, then you've
>got something.
>
>The Coke brand means something in that case.

A few years ago I would have agreed with you on
this one... but I'm not sure that I do anymore... I've
heard way too many people insist on having Cokes.

>Look at it this way: When you want to make a Xerox of something, do
>you care if you use a Ricoh machine to make it?

I don't care today. But 15 years ago I might have cared.
This is one that has flipped the other way.

--Cliff Kurtzman
Moderator
Online Advertising Discussion List
http://www.o-a.com/




Received on Wed Mar 05 2003 - 09:31:10 CST