It’s because our associative memories don’t work that way. We’re no different than dogs. You know how, when you come home and find a turd in the corner, it does no good to rub your dogs nose in it? But afterwards we’re left with that familiar, pervasive, forboding feeling of emptiness that has come to characterize our current era. Why would someone do this, you ask? Why would Coke think they could get away with it? Wouldn’t you buy the product once, feel ripped off and empty, and never buy it again?
Because he has no idea how the turd got there? Sure he knows it’s bad, but he can’t remember doing it. We’re the same way. We know we feel empty, but we can’t associate it with the empty calories we just ate or the soap that didn’t make us ignore that extra fifteen pounds once we got out of the shower. What if instead of spending their money on the thin value of advertising, these massive brands created startups that generated real, lasting value for the users of the brands?
Home: Dalat Store