Some of New Zealand’s most trusted brands are implementing strategies that are misleading domestic consumers and risking their long-term brand reputation.
Evians on Lake Geneva was originally a spa town.
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As the internet-connected world reels from revelations about personalized manipulation based on Facebook data, a scholar of virtual reality warns there’s an even bigger crisis of trust on the horizon.
Coles plans to compete with competitors by moving away from low prices to a focus on other attributes, such as sustainability, local produce and community.
Lacking self-awareness? Prime Minister Justin Trudeau visits the Golden Temple in Amritsar, India on Feb. 21, 2018. Trudeau was pilloried in domestic and international media for wearing Indian traditional outfits during his trip.
THE CANADIAN PRESS/Sean Kilpatrick
Justin Trudeau’s disastrous trip to India is regarded by some as an exercise in so-called nation branding gone badly. But we might want to blame the game, not the player.
Workers produce medical marijuana at Canopy Growth Corporation’s Tweed facility in Smiths Falls, Ont.
THE CANADIAN PRESS/Sean Kilpatrick
In competing with Canada’s black markets, legal cannabis has potential strengths and weaknesses. Most flow directly from governments’ policy choices.
This 1980s ad for Lindeman’s Ben Ean Moselle mirrored the shift in Australian wine culture from egalitarian to aspirational.
Lindeman’s (Holdings) Ltd, Z418 Box 335 27.103, Noel Butlin Archives Centre
Lindeman’s Ben Ean Moselle was the ultimate wine for everyone in the 1970s. But as Australia grew wealthier, its fortunes faded in competition with other, ‘finer’ wines.
The Eagles won on the pitch, but who won online?
EPA/Craig Lassig
Winemakers call the ecological factors that define their product terroir. By redefining that idea to include history and social ties, New England craft brewers have grown an industry with local roots.
While Champagne seems eternal and unchanging, its fame is in fact the product of four founding myths. These have shaped its identity and the images now associated with its consumption.
Big data makes it a bit easier to guess your next move.
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Rather than simply trying to trick people, the masters of marketing know it’s much easier to understand and work with innate human flaws.
International passengers at Ngurah Rai International Airport, Bali, Indonesia on November 29 th, 2017. Thousands of tourists were stranded and could not go home after Mt Agung volcano erupted.
Reuters/Johannes P. Christo
Until late November, Bali’s high economic dependence on tourism led its Tourism Board to dismiss the dangers of the Mount Agung volcano. This severely undermined the reputation of destination Bali..
Wine labels feature a seemingly endless variety of images, type and themes. But an analysis shows that two broad themes dominate, each with four subtypes, all to craft stories that appeal to consumers.