Marketing Food in a World of Global Identities

Food is a sensitive subject in many ways. It’s more than sustenance, it’s how we define ourselves – and others. In a more global world, cultural and ethnic boundaries are increasingly becoming more permeable. Food in particular is available in more ethnic diversity than ever before. And therein lies a paradox. As diets become more […]

Relativism and Marketing, The Good and the Bad

Cultural Relativism is the view that how we interpret the world, which vary from culture to culture, are equally valid and no one system is really “better” than any other. A key component of cultural relativism is the concept that nobody, not even researchers, comes from a neutral position. The way to deal with our […]

Loyalty and the Global Stage

Loyalty is a very tricky thing to define. Traditionally it is understood as a faithfulness or a devotion to a person, country, cause, group, or brand.  It is anything to which one’s heart can become attached or devoted.  That goes well beyond the transactional elements of a retailer and touches ideas of identity, obsession and […]

Global Culture and the Importance of Mobile Design

It’s widely recognized that brands and products can succeed or fail on the realization of their relative impacts on target audiences. It isn’t enough to build campaigns and strategies based on the newest technology. Without a plan based on real-life uses, needs and beliefs, businesses fail.  In an increasingly complex shopping ecosystem, where the lines […]