Re: The Uncola
Jul 28, 1996 05:05 PM
by Eldon B. Tucker
[writing to Ann]
>Hmmmph. I feel that the TS should sharply distinguish itself from other groups
>or systems that stress crystals, tarot, magickal rituals, and similar practices.
>Notice that I do not condemn such activities; they can be valuable in imparting
>a curiosity about higher forms of esotericism. But they cannnot substitute for
>the deeper teachings. It has nothing to do with brotherhood. It is simply a
The only problem is when a T.S. fills up with people with no interest in
esotericism, but are rather inclined to reject it as "pompous elitism", and
under the freedom of belief in a T.S. advocate an "anything goes" style of
belief. Then Theosophy, as a body of occult doctrines and specific spiritual
practices ends up going underground in the very organizations that were
founded to promote it.
>You may recall an old Seven-Up ad campaign that stressed the theme "Wet and
>Wild". As jazzy as this campaign was, it did not capture market share away from
>Coca Cola, Pepsi Cola, and the other colas that dominated. When the company
>scrapped the Wet and Wild theme and replaced it with a new campaign featuring
>"Seven-Up, the Uncola", sales increased dramatically. Technically called product
>positioning, this strategy differentiated Seven-Up from the pack by accentuating
>the feature that made it unique. It is not a cola.
But what if the coke and pepsi drinkers outnumber those for the sevenup in
>The TS should follow this strategy. Theosophy is not a cola! It appeals to
>people who have an interest in psychology or philosophy and are generally more
>educated than crystal wearing wiccans. It should not try to be all things to all
>seekers. This should not be left unspoken, IMAO.
I'd agree, but we have to be able to explain what sevenup is, and why it is
better. Or at least we have to present it as an attractive alternate to the
caffine-based drinks. If everyone in a group says, of whatever they drink --
be it beer, wine, spring water, coke, sevenup, etc. -- that whatever they like
is what quenches their thirst, and no drink is any better than any other, we
won't make any progress in sharing the benefits of sevenup.
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