A terrific post by Grant

A terrific post by Grant McCracken – Who’s Coke Is It Anyway? – which observes the latest trend among Coke fans in the US: buying the Mexican version of the brand at a premium. Apparently instead of embracing this Coca-Cola is trying to stop it. Grant says

TCCC is acting like administrators of the Roman empire who have discovered that they must now contend with a small group of enthusiasts in Gaul who worship Rome and Romanness with new intensity. The Roman decision: put them down! Because the passion of the zealot is dangerous even if it happens, for the moment, to run in your direction. It’s the principle of the thing. “We don’t want your zeal,” says the administrator, “we just want your obedience.”

The opposite of Open Source Marketing.

1 thought on “A terrific post by Grant

  1. AdPulp

    Hecho En Mexico

    Cultural anthropologist, Grant McCracken, on Hispanic American’s preference for Coca-Cola made in Mexico: You might think that The Coca-Cola Company (TCCC) would embrace this development. After all, Classic sales are down %10 (since 2000) and the TCCC’…


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