MCViewPoint

Opinion from a Libertarian ViewPoint

Woke-a-Cola: How to Destroy a World-Leading Brand in 60 Seconds – Gold Goats ‘n Guns

Posted by M. C. on April 19, 2021

https://tomluongo.me/2021/04/12/woke-coke-goes-for-broke-destroying-its-brand/

Author: Tom Luongo

I’m sure you’ve heard the phrase, “Get Woke, Go Broke.”   In the curious case of Coca-Cola, going woke may be the single biggest branding mistake in the history of marketing.

In late February a whistleblower came forth with screenshots, posted on YouTube, of slides from Coke’s internal ‘diversity training’ course urging its employees to quote, “Be less white.”

And by ‘less white’ they mean subservient. They don’t mean be more sensitive.

When this happened, I immediately said to myself, “Scratch ever buying another Coke product off my list.”  Not a moment’s angst or energy went into it.

“Be less white?”

“Drink no Coke.”

Why?  Because choosing not to buy a Coke on the rare occasion I buy a soda anymore is an easy one.  Sugar (or aspartame) and water in and of itself isn’t anything to get excited about, it’s the association of Coca-Cola with a past positive experience that is.

And they just told me I’m a bad person because of the heritage of my birth. 

Not a positive, relationship-building experience.

Now I know that Critical Race Theory hustlers think they can immunize themselves and their real agenda with rhetoric, justifying their racism and hoping they’ve conditioned enough of us into feeling guilty to allow the inversion of society where blacks are in power and whites are not. 

While words certainly have power, nothing has more power than action.  This incident sparked an enormous controversy which has yet to die down.

But it wasn’t one that made headlines for more than one news cycle.  And yet, millions of people made the same effortless decision I did.

Immediately Coke went into damage control and pulled the training course, issued statements that it wasn’t true and all the typical backpedaling a cowardly management team does when caught insulting a core customer base.

You would think they would have learned from the NFL.  But, no, sadly.  In their quest to be all things to all people, if I’m being generous, Coke will quickly find themselves hated by everyone. 

Hated by whites for telling them they’re bad people.  Hated by the race baiters for sucking up to their fragile white overlords. 

I’ve spoken to dozens of people who work in modern corporate America and Coke isn’t the outlier, but rather the norm.  And the backlash against this race hustling isn’t just coming, it’s here.

For some companies, they can survive a mistake like this because their business doesn’t depend on brand loyalty. 

Take airlines, for example.  When planning a trip is the choice of airline at the top of your priorities?  Or are flight availability, timing, proximity to home and about a hundred other things far more important than the particular company operating the plane?

Of course not.  Air travel is one of the most heavily regulated and, by extension, homogenized industries one can think of.  Choosing an airline is like choosing a brand of gasoline.  Air travel is a commodity and the most convenient one will most likely determine your shopping preference.

But what is Coca-Cola’s business based on if not its brand? 

It’s the alchemy of Coke’s secret formula and its marketing which imbues Coke with its profit engine.

Famously, Warren Buffet owns a big position in Coke precisely because it had a bullet-proof brand, what he calls, in investing terms, a moat around its business.

And with three little words they just torched more than a century of brand nurturing that has been the standard by which such things are measured.  Business schools use Coke’s brand maintenance as a primary case study in how to do it right.

Soon, it will be the primary case study on how to do the exact opposite.  That is, when we’re allowed to teach such things again.

So, what possessed them to think they could turn on 70+% of Americans already sick to the gills of the anti-white rhetoric coming at them from every angle and not drain that moat?

Arrogance?  Maybe.  Incompetence mixed with mandated virtue signaling is a better bet. 

Like I said at the outset I didn’t give this much thought when it first happened more than a month ago.  But something happened the other day that got my attention.

My private boycott of Coke wasn’t something I thought much of until I went to my local CVS to buy a Diet Pepsi…

… and found that I couldn’t because there were none in the cooler.

Right next to it was the coke cooler… stocked to the gills.

See the rest here

Published by Tom Luongo

Publisher of the Gold Goats n Guns. Ruminations on Geopolitics, Markets and Goats. View all posts by Tom Luongo

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