Friday, August 12, 2011

The war of brands

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No, Club is not about the dialogue of an unpublished scene of The Fight, nor the introduction of a book antiglobalización in the style of celebrated the nonLogó, of Naomi Klein. The words are part of one of the multiple messages that diverse nonGovernmental Organizations (ONGs)?Adbusters, Consumers against to war, et cetera are sending to thousands of consumers around the orb. The objective to protest against the invasion of Iraq by means of a boycott to the emblematic trade names of the United States. They would have to be worried to the high executives about the American companies front to dangerous repudio of the consumers who are beyond their borders? Or they would have to diminish the situation like a simple globalifóbica protest more? Before the atmosphere of world-wide hostility front to the EU decision to not know to the Security Council of the United Nations (the UN) and to advance unilaterally on Iraq, the corporative ones have chosen to take the things in serious. In fact, the increasing diffusion of this class boicots already begins to clear the dream to him to the managers of marketing of the main American marks. According to a report of Susan Postlewaite, investigator of Advertising Age, directors of Cocaine marketing research Tail, Procter & Gamble, Xerox and McDonalds, among others, are summoning to emergency meetings to resist specially to repudio anti-American, present in the Middle East, Europe and South America. The anger level is greater to the one of other times. McDonalds now seems to be until the affected mark more according to a report published by Reuters agency, in the last weeks, demonstrators have attacked tens of restaurants in Indonesia, Korea South del, France and Spain. For the sake of fighting this tendency, McDonalds has tried to project one more a local image in potentially adverse markets. In Argentina, where because of the economic crisis already of by himself a high resentment exists towards everything what it smells of transnational Capitalism, the demonstrators placed placards in which it was reflxed mng here sell happy small boxes to finance the war. Like answer, McDonalds it published unfolded advertising in which a box of Big Mac with the form Made in Argentina was appraised, everything with the attempt to convince the Argentineans that the hamburger tax exemption contributes to the development of its nation. The antagonism goes in ascent. And it is that as indicated to Reuters agency the German to him Heiko Mueller, director of the famous German bicicletera Laughed and Mueller, the only way to intimidate to Washington is attacking the pocket of EU the North Americans only put attention when there is money of by means. For that reason, we said to our suppliers and American clients to them who we would only make businesses with them if they pronounced themselves against which his government in Iraq was doing. What so far will arrive these boicots? The world of the marks of our neighbor of the North is in danger? The executives of the affected companies try to put the things in perspective. For McDonalds, the protests do not count on a substantial importance if it is taken into account that the great majority of their 0 thousand restaurants around the world continues working normally. On the other hand, for companies like Procter & Gamble, boicots is a temporary question; in order to cross the conjuncture without problems, everything is question to maintain to the marks highly identified with EU in a low profile, while the advertising resources to marks little promoted in the public sand are canalized. The situation, nevertheless, is not for trusting. Although the certain thing feels like difficult that the thickness of the citizens of the world says to good bye to the Coca-Cola and the chipses to him, is that the government of the United States never had been so unpopular in the rest of the planet.


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