Summary of Another One Bites the Grass

Making Sense of International Advertising

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Another One Bites the Grass book summary
It the world of international marketing, it’s not borders that separate countries, it’s culture.


8 Overall

7 Applicability

8 Innovation

9 Style


Author Simon Anholt, an international advertising consultant, says that the dangers of globalization can be just as formidable as the opportunities - if you fail to research the culture of your new markets. We’ve all heard the marketing legends of companies that embarrassed themselves by launching products into foreign markets without checking the translation of their brand names. Anholt retells several of these tales to illustrate the perils that await global firms that don’t take culture into account. Meshing advertising and marketing strategy, he presents a systemic approach to cross-border product expansion. GetAbstract recommends this book not only for its insightful, culturally adaptive marketing methodology, but also for the genuinely entertaining examples that might just make you laugh out loud.

In this summary, you will learn

  • How the advertising industry is not keeping up with globalization
  • Why cultural insensitivity can bring an ad campaign to a grinding halt
  • Why translating ad copy is usually a huge mistake
  • How to create a global brand


Adapting Advertising to Culture
In today’s global marketplace, more and more companies are marketing their products and services abroad. However, the advertising industry is not keeping pace with this development, because many advertisers don’t understand the needs of other cultures.
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About the Author

Simon Anholt is the founder and chairman of World Writers Ltd., an international advertising consulting firm that provides strategic services to other advertising agencies as well as to clients such as DuPont, Time-Warner, Sara Lee, Sony and IBM.

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