Received: by alpheratz.cpm.aca.mmu.ac.uk id XAA03295 (8.6.9/5.3[ref firstname.lastname@example.org] for cpm.aca.mmu.ac.uk from email@example.com); Tue, 26 Feb 2002 23:14:34 GMT X-Originating-IP: [188.8.131.52] User-Agent: Microsoft-Outlook-Express-Macintosh-Edition/5.02.2022 Date: Tue, 26 Feb 2002 23:06:32 +0000 Subject: RE: Breath Mints: A Hot War for America's Cool Mouths From: Steve Drew <firstname.lastname@example.org> To: Jom-emit <email@example.com> Message-ID: <B8A1C0D3.firstname.lastname@example.org> Content-type: text/plain; charset="US-ASCII" Content-transfer-encoding: 7bit X-OriginalArrivalTime: 26 Feb 2002 23:08:44.0871 (UTC) FILETIME=[8A04CD70:01C1BF1A] Sender: email@example.com Precedence: bulk Reply-To: firstname.lastname@example.org
Hi Vincent and Kenneth
> Date: Tue, 26 Feb 2002 10:44:54 -0000
> From: Vincent Campbell <email@example.com>
> Subject: RE: Breath Mints: A Hot War for America's Cool Mouths
> That's a pretty good example Kenneth of a good marketing strategy-
> creating a false "scandal" in a product to try and re-generate interest in
> it. Off the top of my head I can't recall the product, but I'm sure
> something similar was done over here... (possibly Tango fizzy drinks...).
KitKat did a number of limited edition flavours, such as mint and orange,
which may have been a marketing ploy to test new flavours which could be
brought back by 'popular demand'. I don't know if this happened or if this
> I still think marketing people claiming to use memetics, or
> memeticists offering their expertise to marketing people is premature and a
> bit specious. Behavioural change is the key, and I don't think marketing
> achieves that (instead perhaps influencing brand awareness and
> identification), and certainly don't see how anyone could claim to have the
> required knowledge of memes to engineer them. but I know we've been done
> that route before.
I agree with you here.
Kenneth, have you tried Naomi Kleins 'No Logo"? It does have an agenda, but
her examination of corporate advertising and branding is interesting.
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