Category: Marketing
America’s Generations: A Cultural Summary
Back in the mid 1800s, Europeans created the idea that we each share something important with people born around the same time as us. Today, we often hear and read about Baby Boomers, Gen Xers, Millennials and Gen Zers. But how do we define the generations of our ancestors? Or my parents, born in the mid 1930s and teenagers during World War II? Or our children and grandchildren? And what about the micro-generations we hear about from time-to-time, like Generation Jones and Xennials?
Selling Wine in the Era of Coronavirus
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.
How Americans’ Love of Music Catapulted Global Branding
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.
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A Total Marketing Strategy Analysis of Total Wine & More
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.
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The Global Plan to Crush Local Beer
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?
How Starbucks Revolutionized Coffee
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.