Author: Elizabeth Krecker
Wine and coronavirus: Two unlikely words to place in the same headline. Nonetheless, after it first bubbled quietly in Wuhan, China in December 2019, coronavirus catapulted around the world. Just three months later, elementary schools, major businesses, tasting rooms, and entire nations have shut down.
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.
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.
This post is for all of you: The Twitter Fans. I started on Twitter in April 2007, just a little less than a year after Twitter first planted its digital feet onto the internet and began to post its short, time-sensitive messages.
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?