May 9th, 2012
“How to win multi-market business” at global summit of Columbus, world’s leading independent media agency group?
May 4th, 2012
Brand Growth in a Socially Transparent World- May 10, NY. Join Us!
New York, May 10 2012 – International brand owners now have the opportunity to communicate with their customers in a fluid and highly localized manner. But this freedom can also backfire and damage brand consistency, equity and sales. Read more
May 4th, 2012
April 13th, 2012
News
Market localization for Starbucks means foie gras sandwiches in France and ‘bacon butties’ in the UK. Read more
April 4th, 2012
News
Last week’s post focused on Kraft’s risqué new name for their snack food spin off. This week, we decided to look at Kodak, who some claim might have survived if they had created new names for different markets. Read more
March 26th, 2012
News
Kraft Foods announced the new name of their snack foods spin off last week. Kraft’s Chief marketing Officer described it as “interesting, unique and captur[ing] a big idea.” Read more
March 19th, 2012
News
An attempt by Nike to pay homage to the Irish in the run up to St. Patrick’s Day has backfired. Read more
March 12th, 2012
Thinking World First. Elliot Polak looks at the success of brands from the Middle East with Mahsa Motamedi, Amer Bitar, Karam Annab and Matthew Willsher.
March 12th, 2012
News
The removal of posters publicizing Jean Dujardin’s latest film may have been pivotal to his Oscar success. Read more
March 5th, 2012
KitKat Flavour Variations, Japan
News
The Japanese food market can be particularly hard to crack for foreign brands. Ask Mars, who have finally managed to get M&Ms and Snickers onto Japanese shelves after thirty five years of hard work. This is only part of the battle though. The next step is competing with domestic brands that dominate the packaged food market in Japan thanks to their unrivalled insight.
A worthy rival has been found in the form of KitKat. So what is its secret to success? KitKat’s popularity in the Japanese food market can be attributed to solid investment by Nestle since its launch in Japan in the 1970s. Consumers in Japan have a notoriously short attention span, with products battling to stay relevant in the market. KitKat has constantly been innovating new flavours, such as green tea and wasabi, to keep the Japanese public interested in the product. Nestle have produced over 200 limited edition flavours. Read more