Mike Fromowitz
Jun 22, 2015

Culture matters

Lack of cultural understanding can be disastrous, and avoiding pitfalls requires more than a cursory familiarity, writes Mike Fromowitz.

Mike Fromowitz

Campaign Asia-Pacific’s 24 April article by David Blecken, Taco Bell responds after Japan content gets lost in translation is just one example in a long history of blunders made by brand marketers when they fail to perform their due diligence before launching in a new country.

After its high profile re-entry into the Japanese market, Taco Bell, a subsidiary of Yum Brands, was encouraged to suspend and review its website as a result...

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