By Johny Johansson
They hate us. they honestly hate us. hundreds of thousands of individuals all over the world have come to despise the us. one of many greatest purposes? American "in-your-face" advertising, which treats humans in all places as 24x7 shoppers, drives U.S. loose industry materialism on the price of neighborhood traditions and values, and seeks to "McDonald-ize" the complete globe. during this booklet, one of many world's top specialists on worldwide advertising steps again to determine its precise effect. J.K. Johansson seems to be at American advertising and marketing from the viewpoint of the non-U.S. buyer: because the ahead wedge of a cultural assault by means of an conceited, wasteful society of overfed, gas-guzzling, Hummer-driving bullies. alongside the way in which, Johansson considers the Bush administration's "repositioning" of the USA and the post-9/11 cave in of yankee reputation from the viewpoint of a pro worldwide marketer. Johansson then deals sensible tips for sellers who desire to reach international markets with no turning into "ugly Americans."
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Additional resources for In Your Face: How American Marketing Excess Fuels Anti-Americanism
Not only are there more shopping malls with more stores and amenities than ever, the various brands are available in a wider variety of stores, from their own boutiques, to department stores, to discount stores and factory outlets, to warehouse outlets—not to mention gray goods, pirated copies, and counterfeits. , you can buy almost anything at any time of the day if you really want to. Online shopping means that you can buy a used car or a new camera, survey the new fashions, do your banking, and reserve an airplane ticket any time of the day (and night).
Kjell A. Nordstrom and Jonas Ridderstrale, Funky Business (Stockholm: Bookhouse Publishing), 1999, p. 83. 34 I N Y OUR F ACE extreme sports and violent reality (although only virtual) footage in TV commercials for brands such as Mountain Dew. Benetton advertisements showing photos of AIDS patients and terrorist victims also fit this picture. A shock can leave an indelible impression—and inspire anti-marketing attitudes. It seems questionable whether such desperate marketing tactics ever help produce sales, but then, if they didn’t, why would the companies keep using them?
11 Building and leveraging brand value became a preoccupation not only for brand managers at middle management levels, but it reached all the way to the top of the organization. And, since 10. html 11. asp Chapter 1 • THREE STRIKES 13 building a brand was expensive, it was more efficient to leverage an existing brand by extending the brand to related products, and by expanding into new markets. Extending a brand to new products carries its own risks. Coca-Cola had been singularly unsuccessful with its efforts to go outside the soft-drink category, and instead expanded further into foreign markets.
In Your Face: How American Marketing Excess Fuels Anti-Americanism by Johny Johansson