Joe 6 Pack's Elegant Coincidence Theory Blog

Commentary: criticism of how 9-11 happened; criticism of how the Bush administration responded to 9-11; and criticism of how the Bush administration is still avoiding efforts to provide the public with the whole truth about September 11, 2001.

Wednesday, April 23, 2003

The boycotts and the surrounding avalanche of negative publicity are a storm warning of what may lie ahead. Eight of the world's top 10 global brands - Coca-Cola, Microsoft, IBM, General Electric, Intel, Disney, McDonald's and Marlboro - are American, worth an estimated cumulative $337 billion. McCann-Erickson's message may be that they should shed their Americanness, but just like other famous American brands - Starbucks, Nike, American Express, Levi's, Heinz and Kelloggs - they are wrapped irrevocably in the American flag. Indeed, many have built their brand on precisely what until now has been the appeal of America, what Joseph Nye, dean of Harvard's Kennedy School of Government, calls American "soft power." As that is dissipated, so the companies concerned are put at a competitive disadvantage.

    Mecca Cola, the soda with a message, to be produced in Morocco