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 […]

How Language Matters in Multi-Cultural Marketing

For the majority of immigrants to a new country, language runs deeply into cultural and personal identities. “Ethnic identity is twin skin to linguistic identity – “I am my language.”  But depending on the context, language  choice signals the relevance of social and political affiliation. From a marketing perspective, it requires an approach that extends […]