The twist, however, was that I adapted it to speci®c consumer segments ± Noel bananas for the Christmas market, Noh bananas for stage struck aesthetes, Nob bananas for the aspirant upper classes, Now bananas for time-pressed executives, Noah bananas for fundamentalists, apocalyptics and ark-building seafarers, etc. The campaign, as you've probably already guessed, was based on the old song, `Yes, we have No bananas'. The only one that I can remember was for a brand of bananas called `No'. Sad, simpleminded sociopath that I was ± and remain ± I used to concoct imaginary advertising slogans for equally imaginary products.1 Most of these were predicated on bad puns or atrocious wordplay and, fortuitously, I forgot to found an archive. My teenage ®xation, rather, revolved around advertising. Despite what you might think, this trait did not entail libidinal fantasies, anorakish obsessions or pro®ciency on the air guitar, though my virtuoso interpretation of `Stairway to Heaven' was something to behold. Recuperating Marketing: On Commencing a Course of Retro Shock Treatment Many years ago, when I was a pustular and malodorous adolescent, I had a deeply disgusting habit. Repositioning Marketing: Ballyhoo's Who Representing Marketing: The Secret of the Black Magic Box Replanning Marketing: If Ever a Whiz of a Swiz There WasĨ Replacing Marketing: Reading Retroscapes 9 Rebranding Marketing: Yes, We Have No Bananaburgers 10 Revolting Marketing: Gross is Good! Reviewing Marketing: The Defective Vision of Theodore Levitt Redeeming Marketing: The Spiritual Side of Trade Recon®guring Marketing: The Greatest Sham on Earth ![]() PART I: PUTTING THE `CON' INTO CONCEPT 2 3 4 Remembering Marketing: The Future is History 2455 Teller Road Thousand Oaks, California 91320 SAGE Publications India Pvt Ltd 32, M-Block Market Greater Kailash ± I New Delhi 110 048 British Library Cataloguing in Publication data A catalogue record for this book is available from the British Library I6850 4 I6851 2 (pbk) Library of Congress Control Number available Typeset by Mayhew Typesetting, Rhayader, Powys Printed and bound in Great Britain by Athenaeum Press, Gateshead SAGE Publications Ltd 6 Bonhill Street London EC2A 4PU SAGE Publications Inc. ![]() Inquiries concerning reproduction outside those terms should be sent to the publishers. Ø Stephen Brown 2001 First published 2001 Apart from any fair dealing for the purposes of research or private study, or criticism or review, as permitted under the Copyright, Designs and Patents Act 1988, this publication may be reproduced, stored or transmitted in any form, or by any means, only with the prior permission in writing of the publishers or, in the case of reprographic reproduction, in accordance with the terms of licences issued by the Copyright Licensing Agency. Stephen Brown eBook covers_pj orange.indd 18
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