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; and
- How to create a global brand
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.
Comment on this summary
By the same author
Contained in Knowledge Pack:
Knowledge PackBrand FailuresDon't New-Coke.
Customers who read this summary also read
Workman Publishing, 2015
Kogan Page, 2015
Laurence Minsky and Colleen Fahey
Kogan Page, 2017