Coke, enduring and endearing

The verdict is in. Marketing folks all know by now that top of the list reigns COKE.

My first wage (selling Vietnamese worthless currency in Subic Bay on my way to the US a few days after the war had ended) was spent on Coke, from a vending machine. I remembered til this day the taste, slightly burning but thirst-satisfying.

A few days before that, when we first landed on the Bay, a priest and a nun, one with a sandwich, the other with a coke, welcomed us to safety.

No wonder the brand sticks.

It was there, welcoming survivors.

(The priest by the way stood not on the beach, but by the water, waiting).

I am aware of controversies surrounding water plants in India to supply for Coca Cola plants.

But as a brand, it has so far stood the test of time.

Heinz pickles and ketchup should have come close. Hershey chocolate also. (in time of uncertainty as we are currently in, consumers cling to brand steady)

http://images.businessweek.com/ss/06/07/top_brands/source/1.htm

But beverages like Coke is hard to beat.

It engages all your senses: taste, touch, smell, visual and even auditory (as you pop open the can, you hear that sizzling sound).

Branding is emotional, even primal.

Anybody can put sugar and water together in a can, and slap a logo on it.

But somehow, one strand at a time, Coke manages to stand tall. It made a mistake with New Coke. But then, out of crisis, we got Coke Classic.

Coke doesn’t stray and respond hastily to tyranny of the moment.

It is rooted in Atlanta, home also to CNN and CDC.

Between those two, no virus can escape undetected and unannounced.

Google is working frantically on Google ME. It will be a personal branding engine. Can you imagine near 7 billion people trying to get online, and get in line  for their 15-minute of digital fame. We will need millions of server farms to accommodate these digital passports.

Personal branding will be to the next generation what reputation and trust were to our village elders.

Except, in this global village, the branding bar is set really high, thanks to COKE. Eagles’ latest CD tried to imitate Coke wavy graphic.

And I can’t remember the time without a can of Diet Coke next to me. That was before the mobile phone took over that sacred spot. Speaking of which, Apple however “hot” couldn’t even make the top 10 list . Something can’t be “coked up” overnight.

Introspect, retrospect and reflect

Books started to come out, dissecting the effects of the Net. A new one, entitled “The Shallows, What the Internet is doing to our brains” by Nicholas Carr.

http://www.reuters.com/article/idUSTRE6523DV20100603?feedType=nl&feedName=ustechnology

In retrospect, it brings to mind Neil Postman‘s “Amusing ourselves to death“, a classic critique about effects of television.

(He argues that the sheer quantity of content piped into our living room – our 20th century camp fire – distracts us and anesthetizes our senses).

Now, another author took a serious look at the effects of the Internet.

And how it will, by sheer size, divert us from utilizing our cognitive skills such as introspection and reflection.

In other words, both Neil and Nick ( and Marshall McLuhan) recognize the weight of ” the Medium is the Message“.

Data-rich, yet context-poor.

We will turn to be a civilization of multi-taskers, with up-to-the-minute news flashes and mash-ups, short bursts of data (140 characters plus headers). As of this edit, the Syrian Electronic Army (SEA) have just taken down the Times and Twitter sites, our electronic “Twin-Towers”.

Vietnamese government begins its ban on sharing on social media starting this weekend. We might have to revert to raising pigeons and save empty bottles (message in the bottle).

The President himself used to carry a Blackberry besides the Pentagon football codes.

N Korea, for instance, says “war could burst out any minute”. BP says the pipe was cut, but not as planned.

So on and so forth.

We know a lot of disparage facts.

But very few of us knew the background, context and historical twist and turn (Korean has experienced a few close-calls since 1950 partition,

or that before the Gulf spill, there had been another off shore explosion in Mexico).

In other words, we are a wiki society with massive of free information, yet no version is the final draft.

Yet the author (Nicholas) goes on saying that we are a nation of Librarians (like Bill Gates’ mother).

I would argue that librarians wouldn’t exactly have access to the millions of YouTube downloads until now.

And that internet adopters seem to be on the young side, the jury is still out on them, to see if the Millenium Generation will fully develop their cognitive faculties.

I do know that they are more environmentally conscious, use more SMS (cheaper that way) and show the same youthful tendencies (rebellion for one) . I hope they pick up on earlier generations’ aspiration of “sharing the land” and preserving Mother Earth.  (If you hear the song I sing, you’ll understand – Youngbloods).

And maybe they will get closer to the truth as opposed to facts on Twitter ( fact-checking professor’s lecture, for instance).

Nothing wrong with the cult of amateurism. In broadcasting, shaky camera shots used to be edited out. Now, in the age of Twitter, YouTube and CNN, any cell phone user could be our eyes and ears. Through them, we learned about NIDA of Iran, the Israel commandos at Gaza seas and the chemical abuse in Syria .

Then it’s up to us to dig deeper, on Wikipedia,. In my opinion, the internet triggers our curiosity which leads to further discovering, learning,  thinking, categorizing ( pattern recognition), and finally, reflection (about the nature of man, for instance, as Augustine and Rousseau once did, contrarily.) The worst case scenario is to be inundated by it to the point of stop thinking.

Facebook and YouTube take that one step further, by showing us faces and music. So there we have it: the visual, auditory and of course, tactile (click away). Amuse yourself to death. There are too many of us anyway. “All my sorrows, feel I am dying…”

Our dichotomy

Abundance or shortage? Keynes or Milton Friedman? The quants rule? Human beings are selfish or empathic? what is the optimal point for happiness?

Louisiana, one of the poorest states in the Union, yet ranked the Happiest. New York City crime rates are at the lowest in decades.

South Korea, always at war, yet always connected.

And forget what you think you know about China i.e. traditional, passive-aggressive (all these may still be true with interior China). At least, their nouveaux riche haven’t behaved as counterparts in the US (Vegas limo and strip club): they bought Lenovo and Hummers.

Since the New Year, we heard that celebrities have been arrested almost every other week (Denver, West Virginia).

Fear of success.

And then, the real 17+% unemployed in the US, fear of failure? Sedated and in need of Shock treatments.

The age of adjusted expectations. Self-correcting amidst progress and plenty.

Fast toaster (Subway). Bullet train. Slow bureaucracy.

One advertising slogan “I hate to wait” came to mind.

Cultures and companies proceed at different speeds.

Search and rescue teams are now leaving Haiti. Their time and mission has come to an end.

Mid-term relief organizations now take ober. Then long-term sustained development NGOs will stay the course

piling on top of the 10,000 counterparts who had already been there before the quake.

News organizations such as CNN and CBS have stepped up to the plate, proving themselves worthy of our attention.

But then, where were they during the Iranian post-election showdown? Twitter ruled back then and there.

So we go back to our dichotomy of Command/control vs consumer/citizenry movement, Keynesian vs Milton, and

whether human nature are empathic or dog-eat-dog ? The Net is neutral. It blinks and waits for our clicks.

No wonder teens are into Vampires, a state of not living, yet not vanishing. Perfect commentary about our current state of ambivalence.

Poor surviving but wounded Haitians! I could not finish the evening news yesterday. Maybe we are empathic creatures after all.