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the big guys like Coca Cola , Mc Donalds , Burger King are at this point in time in a league of their own , to us it is not of big importance how they brand their products
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hmm don't fully agree with that after reading "the end of marketing" by ayacola (mexican dude)... coca cola actually managed to sell 50% more colored water with few of his techniques.. coca cola and the rest of the bunch mention above is working hard to sell and selling is the only thing they care about..
a well known brand isn't really a point if the shit doesn't produce profits.. coca cola has produces tons of good commercials/strategies that people really loved and remembered their products by, but that didn't mean that people would by more soda, so they cut them right off and started to work on other ideas... (for instace, they fucked up big in india and the eastern part of europe.. people loved their shit, but couldn't afford to buy it)