I’m one of those fancy guys who bought real maple syrup to put on my pancakes. It wasn’t because I didn’t care for the marketing of the fake stuff, but I liked the real stuff better. It was usually named something like “Real Maple Syrup” so I would know what I was buying. What it was not named was “Aunt Jemima,” and if Aunt Jemima syrup disappeared from supermarket shelves, it wouldn’t bother me a bit.
But did the brand name hurt you? Did it make you cry? Did you feel traumatized, attacked, even belittled? Maybe, and if so, you didn’t have to buy it and you were free to let Quaker Oats know that the 131-year-old brand offended you. If enough people refused to buy Aunt Jemima syrup, then the magic of the marketplace would have its way. Continue reading
