Global Brands

Taking a brand global requires much attention to detail. Marketers must research each particular market and take into consideration cultural sensitivities, currency conversions and language translations before introducing their brand. Some brands, like McDonalds, are successfully communicating abroad while others seem to be speaking the wrong language. From Pakistan and Sweden to the U.S. and Mexico, this show covers the dos and don’ts of going global.

The manufacturer of the highly profitable drug Oxycontin, Purdue Pharma, was fined $635 million for falsely marketing the highly addictive drug. Details on the court case can be heard during this week’s Brand Rant. The latest toy in the Brand Spotlight among kids 8-12 years of age is the Webkinz. A combination of beanie baby, Tomogotchi, Furbi and Sim, these new creatures are changing the way children “play” with toys.

Hayes Roth, Chief Marketing Officer for Landor Associates, joins the show once again. He offers tips on what’s needed for a brand to go global and looks at some brands that really missed the mark.