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.
Total Wine & More stores and sales programs are designed to appeal to a wide range of customers—from casual wine drinkers to true connoisseurs, along with beer, liquor, and cigar aficionados. Total Wine also offers accessories and a range of services that make it a one-stop shop for wine lovers.
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.
According to Kahuna, more than 35 percent of U.S. business-to-consumer marketers say that building a comprehensive single view of each customer across all sales and marketing channels is an extreme challenge. I’m surprised this number isn’t much higher. Maybe we marketers aren’t being entirely honest with ourselves.
In 2006, Daniel Yankelovich and David Meer introduced a tool in the Harvard Business Review that they called the “Gravity of Decision Spectrum” which focused on the form of consumer behavior that is of greatest value to marketers – the relationship of consumers to a product, not to their jobs, their friends, their family, or their community.