http://tenayagroup.com/blog/2007/05/09/cocaine-is-busted/ Brian Phipps on next-generation brands: Tue, 25 Oct 2011 15:28:29 +0000 hourly 1 http://wordpress.org/?v= http://tenayagroup.com/blog/2007/05/09/cocaine-is-busted/comment-page-1/#comment-19291 Cocaine is busted « …ambush… Wed, 13 Jun 2007 14:12:19 +0000 http://tenayagroup.com/blog/2007/05/09/cocaine-is-busted/#comment-19291 [...] Brands are walking on thin ice when the experience they promise is mostly make believe. But some brands go beyond thin ice and try to walk on water, promising pure fiction to keep themselves afloat.  click here for more [...] [...] Brands are walking on thin ice when the experience they promise is mostly make believe. But some brands go beyond thin ice and try to walk on water, promising pure fiction to keep themselves afloat.  click here for more [...]

]]> http://tenayagroup.com/blog/2007/05/09/cocaine-is-busted/comment-page-1/#comment-16504 Brian Phipps Fri, 11 May 2007 21:16:11 +0000 http://tenayagroup.com/blog/2007/05/09/cocaine-is-busted/#comment-16504 That Post article was interesting, though I wouldn't really call the Cocaine brand "edgy." It's just stupid. It really boxes them in as a brand name. The mistake the Cocainers made was in thinking that the brand name itself was enough to make the brand. It's really the brand context that counts, much more than the name itself. To develop that context takes some real brand building, of course--like the folks at Vitamin Water. Moreover, there is just too much negative context going around from the real cocaine for the Cocaine brand to have much of a chance. That Post article was interesting, though I wouldn’t really call the Cocaine brand “edgy.” It’s just stupid. It really boxes them in as a brand name. The mistake the Cocainers made was in thinking that the brand name itself was enough to make the brand. It’s really the brand context that counts, much more than the name itself. To develop that context takes some real brand building, of course–like the folks at Vitamin Water. Moreover, there is just too much negative context going around from the real cocaine for the Cocaine brand to have much of a chance.

]]> http://tenayagroup.com/blog/2007/05/09/cocaine-is-busted/comment-page-1/#comment-16343 Full Montey Wed, 09 May 2007 18:15:05 +0000 http://tenayagroup.com/blog/2007/05/09/cocaine-is-busted/#comment-16343 Washington Post has a funny column about this asking why we don't pull Ben Jerry's with flavors like "Chubby Hubby" (promoting obesity), "Dave Matthew's Magic Brownies" (promoting drug use) and "From Russia With Buzz" (promoting alcoholism) http://blog.washingtonpost.com/offbeat/2007/05/cocaine_marketing_the_food_dru_1.html#comments Washington Post has a funny column about this asking why we don’t pull Ben Jerry’s with flavors like “Chubby Hubby” (promoting obesity), “Dave Matthew’s Magic Brownies” (promoting drug use) and “From Russia With Buzz” (promoting alcoholism)
http://blog.washingtonpost.com/offbeat/2007/05/cocaine_marketing_the_food_dru_1.html#comments

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