Independence Is Not the Same as Connection
MINERVA / JOURNALA personal reflection on sovereignty, trade and the stories countries tell about themselves.
International Marketing
Questions worth asking. Connections worth making.
Topics in this subject
3 articles
Marks & Spencer: heritage and renewal ↗
Brand heritage, changing expectations and the work of staying relevant.
1 articleCulture and consumer choices ↗
How cultural expectations influence the meaning of products, brands and messages.
2 articlesDunkin’ Donuts and brand expansion ↗
The choices and trade-offs involved in taking a familiar brand into new territory.
1 articleHard sell, soft sell and persuasion ↗
Different routes to attention, emotion and a reason to act.
3 articlesChoosing routes to the customer ↗
The relationships and trade-offs involved in designing channels.
1 articleSK-II, culture and brand strategy ↗
How a beauty brand’s position interacts with cultural expectations and social change.
More perspectives
Cultural Humility Is a Market-Entry Strategy
MINERVA / JOURNALA familiar formula at home may ask the wrong questions abroad.
Global Identity, Local Resonance: The Next Move for Alcohol-Free Beer
MINERVA / JOURNALWhat Heineken 0.0, Budweiser Zero and Corona Cero reveal about culture, social permission and the gap between being noticed and being available.