It pays to know your local market. Sun’s Brazil team had the bright idea to have 2000 small soccer balls printed with logos, to use as giveaways at FISL. Along with much other show stuff, these arrived in the bus that drove from Sao Paolo to Porto Alegre. Then they had to be stored in… Continue reading Bolinhas!
Tag: culture
Cultural Hegemony: Who’s Dominating Whom?
A popular meme in American consciousness is cultural hegemony: the idea that American culture, as represented in widely-exported American movies, TV shows, fast-food restaurants, and brands, is overwhelming the traditional cultures of other countries. The fear is that this will eventually result in a sadly homogenized world in which everyone abandons their own customary foods… Continue reading Cultural Hegemony: Who’s Dominating Whom?
Cultural Assumptions
What You Think You Might Know About Somebody… Might Be Wrong Years ago, before we were even living in Italy, Enrico and I spent a night in Courmayeur, on the French side of Mont Blanc, on our way to somewhere. Our hotel included breakfast (most of them do), eaten at large, bare wooden tables with… Continue reading Cultural Assumptions
Globalization vs. Local Culture
Originally published in Adventive’s I-Branding Digest, Oct 2, 2001 Context: I am American, but have lived half my life overseas, of which the last ten years in Italy with my Italian husband. From what I’ve seen in extensive travels and living abroad, most cultures are very resilient, and most adult members of any culture are… Continue reading Globalization vs. Local Culture
Reflections on Brand and Homogeneity
My daughter’s school year ended in mid-June (with three intense weeks of tests, quizzes, and papers), and we left Milan almost immediately for a trip up the middle of the United States. We started in Texas, where I have relatives, and pleasant memories from my days at the University of Texas (Austin). I love that… Continue reading Reflections on Brand and Homogeneity