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Once upon a time there were patent medicines. Each had a meme for creating it. A secret recipe. A trade secret. A patent. Patent medicines.

Incans had cultivated the coca plant to produce a good dose when the leaves were chewed. Europeans figured up how to bypass the genetic change with a memetic change. Albert Niemann isolated the cocaine alkaloid.

A year later a Corsican named Angelo Mariani created a meme for Vin Mariani wine laced with cocaine. It was a global success, the most popular prescription in the world. Popes, royalty, actors and druggists alike enjoyed a most wonderful invigorator of the sexual organs.

One cokey druggist was John Styth Pemberton of Atlanta, Georgia. He tried to reverse engineering, re-engineer, or crack Vin Mariani. This spawned a mutant meme, the French Wine of Coca creation meme. The next year Atlanta bans alcohol under the influence of the temperance meme and Pemberton changes the formula into the first strain of the CocaCola meme. Caffeine is added, cocaine is removed, sugar is added, eventually the CocaCola meme stabilizes for a long period.

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The creation meme is a fragile survivor. It has replicated a handful of times since its inception. But it may survive a long time, and resist change. In the early 180s the men who hosted it tried to mutate it. They wanted it to produce a flavor more like Pepsi, an old mutant allele that had struggled for years but suddenly had the same mind share as Coke.

The Coke meme benefited from association with nationalism. The creation meme hosts negotiated a deal with the military to ease sugar rationing and get a monopoly on the soldier market. This not only bonded the flavor, bottle feel and color scheme to their homeland, it spread the Coca Cola drinking meme all over the world.

It is the Coke drinking meme that has been the most successful. People grow up in families that drink only Coke. Pepsi reached market parity with Coke as the result of an advertising campaign that involved getting Coke drinkers to taste Pepsi and Coke without knowing which was which.

The Pepsi drinking meme thrived by stripping the Coke drinking meme of its associations with brand and image.

The key to Cokes success at moving wealth is the disparity between distribution of the creation meme and the consumption meme. Thats the purpose of the patent meme.

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