A global brand needs to be able to cross language as well as trade barriers. “Coca-Cola” is internationally recognised, and the “McDonald’s” name is more famous than Jesus Christ, we are told. But up-and-coming US beer Miller Genuine Draft has fallen victim to its own conceit. In signing a brewing and distribution deal with Japanese brewer Asahi, Miller has had to change the name of the beer to Miller Special because, apparently, the Japanese have no equivalent word for “genuine” in their language.
At the end of every week, I look at the key stories, offering my view on what they mean for you and the industry. From mitigating the impact of Covid on your career to Virgin’s updated loyalty offer, it’s been a busy week. Here’s my take.
The car brand is investing hundreds of millions annually over the next five years as it looks to create a seamless digital experience for customers.
Consumer insights fueled a nudge campaign that helped drive sales of Irish haddock, hake and whiting.
Rather than slashing R&D budgets in response to the pandemic, the vice-president of L’Oréal’s tech incubator believes there is still “so much room” for innovation.