So, What Is a Global Marketing Channel? When approaching global marketing channels for class, I had to translate the concept into something that made sense in my own field. I work in opera and live theatre, where the “product” is usually tied to a particular place, cast, orchestra, stage, and audience. You cannot exactly put La […]
No matter your income level, the SHEIN website can make you feel like a baller. How can you buy so many fashionable clothes for so little money? How is that even possible? Should you care about the potential labor abuses behind those prices? Well…? And you know the package traveled thousands of miles, yet shipping […]
The era of comfortable vagueness in marketing is officially coming to an end. For decades, corporate marketing departments operated under immeasurable “brand awareness” and abstract buzzwords. A century-old statement by John Wanamaker, “Half the money I spend on marketing is wasted; the trouble is I don’t know which half”, supported this vagueness. In today’s world, […]
In my last post, I wrote about how Vietnamese families treat gold like a savings account. But something interesting is happening as Vietnam gets richer. Gold is slowly moving from the drawer to the wrist. The same metal is starting to play a second role: not just protection, but self-expression. To me, this shift says […]
When Coca-Cola first reached China, shopkeepers “translated” the name Coca-Cola themselves. They picked any characters that sounded roughly like “Coca-Cola,” and some signs ended up reading as nonsense like “bite the wax tadpole.” Coca-Cola later took control and registered 可口可乐 (kě kǒu kě lè), which sounds like the original and means roughly “tasty fun” (Quartz). […]