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From: andrew@grkermi.UUCP (Andrew W. Rogers)
Newsgroups: net.misc.coke
Subject: Prophetic words
Message-ID: <521@grkermi.UUCP>
Date: Tue, 30-Jul-85 16:46:31 EDT
Article-I.D.: grkermi.521
Posted: Tue Jul 30 16:46:31 1985
Date-Received: Thu, 1-Aug-85 20:55:36 EDT
Reply-To: andrew@grkermi.UUCP (Andrew W. Rogers)
Distribution: net
Organization: GenRad, Inc., Concord, Mass.
Lines: 19


The following quote is from _The Nine Nations of North America_ by Joel
Garreau, copyright 1982:

| Eddie Epstein, discussing extending the life cycle of a mature product:
|
|	"...you can't up the name recognition.  Everybody knows Coke... very
|	difficult to get anywhere in terms of name recognition.
|	
|	You also can't reformulate.  If it were detergent, you could come up
|	with New! Improved! Tide!
|
|	But New! Improved! Coke?  What's that?  Apart from all the people in
|	Atlanta who would slit their throats before doing that, what would
|	you end up with?  Something that ain't Coke."

Sounds like he knew what he was talking about!

AWR