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Saturday, December 25, 1999

coke's not so happy xmas and 21st C

my biggest mistake of the 1980s was to author the first whole book on brands - worse to call it world class brads - here i describe the hundred ways that Coca-Cola befriended americans and created the myth that the world needed americans dream full of image (no link to reality)

for example i congratulated coca-cola in adopting red cans and dressing up santa claus in a red suit (invenetd by coca-cola) - previously good st nick wasnt branded he wore what ever he liked but to own chrsitma good chheer 

operationally coca-cola became the late 20th c world number 1 brand by being within arms reach of desire- up until about 1945 this was a good thing -laborers who build america's highways needed the pause that refreshes- coke famously promoted it would go wherever american gi's went in world war 2 costing them less than 5 cents a bottle- but then coke started competing with water for every americans stomach, created the highest levels of obesity, but spent ever more on ads to adict people

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