Back in the mid 1800s, Europeans came up with the idea that we each share something important with people born around the same time as we were and began the process of defining each generation. Today, we often hear and read about Baby Boomers, Gen Xers, Millennials and Gen Zers. But how do we define the generations of our grandparents? Great-grandparents? And what micro-generations do we hear about barely often enough to know their names, like Generation Jones and Xennials?
Producers of world-famous Kendall-Jackson Chardonnay, the Jackson family has been growing grapes since 1974. Their hands and feet touch global warming daily in a deeply personal way. The family is now changing its farming practices to adapt winemaking to a hotter, drier world.
Sony inadvertently launched global branding when the Sony Walkman hit store shelves in 1979. Twenty-two years later, Apple launched the iPod, and global branding rocketed.
Global branding that capitalizes on economies of scale should be viewed as a long-term expectation of businesses and have its own place in strategic planning today. That said, more than 75 percent of respondents say that a brand’s country of origin is as important as or more important than nine other purchasing drivers, including selection/choice, price, function and quality, according to findings from the Nielsen Global Brand-Origin Survey released in 2016.
So, which is most important: global or local?
The humble cup of coffee. My family has been drinking it since World War II. Torrid cups of hot, burnt-tasting, bitter black fluid. Over breakfast, after dinner, with eggs and toast or with dessert, coffee lay at the heart of our every day lives.
Founded by three men who met while they were university students, Starbucks first launched in Seattle in 1971. And changed coffee forever.