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Douglas Holt and James Twitchell

from: Douglas Holt

Is Branding All About Politics?

Posted Thursday, May 31, 2001, at 12:48 PM ET

Jim,

I thought for sure that you'd have a theory for why Tropicana managers weren't barging into your classroom, looking for one of your poets to convert juice into sun-filled moments of inspiration. Oh well. Onward.



I think consumption, and branding, is all about politics. You seem to think it has nothing to do with politics. That it's all about "needs," whatever those are. So let's move on to a killer article in the New York Times today, "Concerts Rock the Tiny Kingdom of Skullbonia." Skullbone's a town of 75 in western Tennessee that local entrepreneur Allen Blankenship has converted into a big-time concert venue for near-vintage (mostly country) rock bands. Seems to bring together a crowd that is strikingly white, xenophobic, racist for a Ku Klux bonding exercise. How does Skullbonia fit into your model of marketing as an apolitical mirror filling people's innate needs?

Always,
Doug

from: Douglas Holt

Is Branding All About Politics?

Posted Thursday, May 31, 2001, at 12:48 PM ET
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James Twitchell is supposed to be teaching English literature but is more interested in the marketing of stuff. He has written books on advertising (Adcult USA, Twenty Ads That Shook the World) and has a mild defense of luxury consumption coming out next year (Living It Up: Why We Love Luxury). Douglas Holt is a professor at Harvard Business School.
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[Notes from the Fray Editor: Let's talk about coffee. Joseph Britt., below, was just one of many--follow the thread, and consider the question of tipping the barista. He still had time to discuss milk, here, too. And Brendan Herlihy took on ice-cream here. Neill Hamilton is looking for more "dissent, anger, blood feuds... I want the people writing in the Breakfast Table to open up life long vendettas" here (he always is, he's the Breakfast Table's official trouble-maker), but Richard Walrath enjoyed the banter: "it's almost like being there with the third cup of coffee."]


We're really talking about two different things here, aren't we? Coffee, and then all the froofy coffee-influenced liquid dessert-style beverages that take up most of the space on coffee house menus. I have nothing against the latter (because making fun of them is always a good time), but coffee is a really serious subject. If you're going to drink something nearly every day, it might as well be good. This is why I've never understood all the sneering condescension directed at Starbucks. Pre-Starbucks, most coffee served in public places was awful--you were ahead of the game if you ordered came out hot, caffeinated and with no taste at all. OK, most coffee served in public places is still awful, but with Starbucks you at least have the choice of having a good cup of coffee.

I confess I think Starbucks is slipping, based on extensive research I've done at the Minneapolis Airport. They used to offer a rotation of different coffees--Sumatra, Mocha Java, even New Guinea--but now seem to mostly serve up a couple of blends with names like "European" and "Christmas." Talk about your brand marketing. Also they routinely serve the coffee so hot you wonder if there is something wrong with the water they're using.

--Joseph Britt

(To reply, click here.)


Maybe the students in Mr. Twitchell's anecdote couldn't tell good poetry from bad without guidance, but this doesn't strike me as being universally true. Poetry isn't my thing, but music is, and I have no trouble separating the good from the bad using only my own ears. If there wasn't something intrinsic in good art, we wouldn't, over time, have come to a general agreement about the relative worth of, say, Mozart vs. Salieri.

--Chloe Pajerek

(To reply, click here.)

(5/30)





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