Sugar Tax of 10% would probably decrease the quantity of sugar-sweetened beverages by approximately 12%

Well done Jamie for his work on this (hint to our celebrity Chef in NZ). I welcome the sugar tax in the UK for a number of reasons. Being Type 2 diabetic I can see the effects of sugar and other life style factors from the the other side. Go to the supermarket and do the no sugar challenge for products. Most have sugar in them.

It is a nightmare.


The key argument being put forward by the NZ government about why New Zealand should not have a sugar tax is that the price increase would not work. This advice is contrary to their own advice in an official government paper found here using the example of Tobacco and the effect of sales taxes on consumption.

The paper states clearly that:

“The health led tax increases will result in an estimated smoking prevalence among adults falling from 16.5 per cent in 2012 to around 8.9 − 6.2 per cent in 2025, based on different price elasticity’.”

So, one could reasonably consider the same kind of effect with any product and in particular harmful products in over consumption contexts such as sugar.

The contrary argument to this: is that the price elasticity of sugar vs. tobacco is different. I found some interesting research on that too. Colchero et al., 2015 showed that:

“Price elasticity for soft drinks was -1.06 and -1.16 for SSB (sugar-sweetened beverages), i.e., a 10% price increase was associated with a decrease in quantity consumed of soft drinks by 10.6% and 11.6% for SSB. A price increase in soft drinks is associated with larger quantity consumed of water, milk, snacks and sugar and a decrease in the consumption of other SSB, candies and traditional snacks.”

Colchero MA1, Salgado JC2, Unar-Munguía M2, Hernández-Ávila M2, Rivera-Dommarco JA2., Price elasticity of the demand for sugar sweetened beverages and soft drinks in Mexico, Econ Hum Biol. 2015 Dec;19:129-37. doi: 10.1016/j.ehb.2015.08.007. Epub 2015 Sep 5.

Price is a very strong perceptual variable!

Think about the other effects of a sugar tax. It would place the spotlight on sugar. It would put it in a similar category to tobacco. Price is a strong perceptual variable. Lets use it.

Grow Stevia!

Finally, Stevia. This is one of the natural substitutes.  It grows like a herb and from my experience in my garden: it is vigorous. Grows like a weed. The only downside that I can gather from this natural products is that it is very sweet and can heighten a consumers desire for the sweet taste. However, maybe this is an opportunity for NZ horticulture. Lets breed the ultimate sugar substitute in NZ.

Conclusion: Subjectively, The Sugar Tax Would Work.



Latest (All Black) Fan Research Free Access: Conceptualizing Excessive Fan Consumption Behavior by Robert Davis and Lee Phillip McGinnis (2016)

Mauri Tuu, Mauri Ora!! (Stand strong, Stand alive): New Research Paper on All Black Fan Behavior: Conceptualizing Excessive Fan Consumption Behavior by Robert Davis and Lee Phillip McGinnis (2016)

Free Access to Article title: Conceptualizing Excessive Fan Consumption Behavior
Article reference: JJRC1163
Journal title: Journal of Retailing and Consumer Services
Final version published online: 14-NOV-2015
Full bibliographic details: Journal of Retailing and Consumer Services (2016), pp. 252-262
DOI information: 10.1016/j.jretconser.2015.10.002


Mauri Tuu, Mauri Ora!! (Stand strong, Stand alive): New Research Paper on All Black Fan Behavior: Conceptualizing Excessive Fan Consumption Behavior by Robert Davis and Lee Phillip McGinnis (2015 forthcoming)

Conceptualizing Excessive Fan Consumption Behavior by Robert Davis and Lee Phillip McGinnis

This paper was born out of the collaboration between Associate Professor Robert Davis and Associate Professor Lee Phillip McGinnis. This research is a first: unique because it will be the first internationally published paper in business to begin with a Karakia (prayer) and Wero (challenge) to bless the paper in its journey. We are guided by the Maori Cultural Advisor, Mihaere Emery, from Ngati-Awa (Te Teko), Tuhoe, Tainui and Ngati-Raukawa. The aim of the paper is to be the first to develop a conceptual model based on All Black fans and to generate debate and discussion on the consumption of rugby and the brand biography of the All Blacks. The publication of the work is timely given the impending World Cup Rugby Final 2015 between the All Black and the Wallabies.

Forthcoming in the Journal of Retail and Consumer Services

Robert Davis: – Associate Professor and Consultant, Ubelab, Auckland, New Zealand.

Lee Phillip McGinnis: – Associate Professor of Marketing, Stonehill College, 101B Stanger Building, 320 Washington Street, Easton, MA 0235702357, USA


This research develops a theoretical model that provides new insight into excessive consumption and identification based on the consumption of rugby and brand biography of the All Blacks. This paper is grounded in Maori protocols and the spiritual relationship between the All Blacks, New Zealand and Maori. The conceptual model development process is based on the grounded theory approach and analysis of interview evidence from 15 fans in New Zealand. The model posits that the cultural sources of excessive identification or importance in consumption relate to country factors. In terms of response, excessive fan identification has two major outcomes at the individual level, one positive and the other negative. From a negative standpoint, excessive behavior leads to deviant behaviors, such as violence, misplaced priorities, psychological flow and rationalization. From a positive standpoint, however, excessive identification leads to more benign consumption in the form of cultural and social capital and communitas. Future research implications are discussed.

Revisiting e/d-business Learning: Business Model Development Around Core Values


Business Model Development

Propose it. Model it. Reflection on the broader implications (e.g., legal).

Reflect on self.


Core Values

Solve the problem or leverage/create the opportunity.

Build a strong brand. Application of LOOP (Channels) and 5 Forces Model (Community).

Interlocked offline presence.




Is it socially responsible to have a 30 foot image of McDonald’s french fries opposite a primary school for longer than 4 weeks?


Is it socially responsible to have a 30 foot image of  McDonald’s french fries opposite a primary school  for longer than 4 weeks?

Is it socially responsible to gave 30 foot image if McDonald’s french fries opposite a primary school fir longer than 4 weeks?


Is it socially responsible to ave 30 foot image if McDonald’s french fries opposite a primary school fir longer than 4 weeks?

RED: A new look for

RED: A new look for

What does RED mean: action, power, energy, speed, passion, strength, courage, motivating, stimulating, energizing, determined, exciting, warm, and confident.

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Infinite Brands are Social Media Brands Owned by the Community

Infinite Brands are Social Media Brands Owned and Sustained by the Community.

I have recently come to think about the whole concept of infinite brands. This is divergent thinking because 99.9% of existing marketing theory on branding is based upon the concept of finite brands. Lets first define finite brands. They are created and then at some point they end.

Infinite Brands on the other had are created and never are in demise. The don’t exist within a lifetime as we know it but across lifetimes and many many generations.

Here I am arguing that brands like Spotify and Google are possibly Infinite. I can’t tell for sure as I am not at the end of infinity. Yet. But lets play around with the concept.

So, how would we think about Infinite Brands. Here are my thoughts:

First, they are created, owned and maintained by the community. Often through social media but their engagement extends out into the physical world of reality.

Second, Infinite Brands let go! This also presupposes that brand strategists who curate these brands have also applied some of the principles of the five forces model. Here we are talking about the brand acknowledging the communities needs to self actualization. The community is the brand, so the collective actually creates and drives the brand. This means that the brand strategist needs to let learn to know when to let go to allow engagement to occur. Particularly, the brands co-creative engine of value creation. An example to the contrary of this was a recent experience I had with the Air New Zealand social media brand. No desire to allow public discussion. Rather, traditional branding strategy to take the discussion offline. Not letting go. Sometimes I feel some brands are just waiting for social media to go away.

Third, Infinite Brands are sustainable. By this i mean that organisations accept that the brands sales won’t be correlated to traditional economic boom and bust models. So, not continually shouting at customers to drive sales in the short term. Consumption is oriented around the life-blood of the community. This brand makes the collective tick.

Fourth, their business model supports unlimited customer funding. By this I mean the business model is intertwined into the fabric of the customer and its collective. In the case of Spotify the monthly cost is minimal compared to alternatives such as Apple iTunes. In my case it gives me unlimited download access to music, importantly, when I am mountain biking in the back forests of New Zealand. The intertwining part is the mountain biking part. A more morbid context is the issue of Facebook and death. Facebook has become so intertwined into some peoples lives that it would appear that people seem to live forever. For example, the very sad case of Paul Walker. Forever loved.

Finally, they are brands of love. Like Apple, Infinite Brands are Lovemarks. In the words of Kevin Roberts.

“By connecting with the emotions of your customers you have the opportunity to receive their greatest reward. A Lovemark. (Kevin Roberts, 2015).”

3015 Views: Conceptualising the Brand in Social Media Community: The Five Sources Model in Journal of Retailing and Consumer Services, April 2014

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Buy Social Media Branding for Small Business at Timeout Bookshop in Mt Eden, Auckland

If you would like to Buy Social Media Branding for Small Business: The Five Sources Model by Dr Robert Davis. Go to the Timeout Bookshop in Mt Eden, Auckland.  Ask for Jenna and email For those not in Auckland please go to Business Expert Press and buy online.

This book contains the most latest thinking about using social media to build your brand. Engage with Dr. Robert Davis at to explore further how you can create and maintain customer-based brand engagement and equity.


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