Maybe, like a lot of Americans, you don’t care too much about soccer. (You probably don’t care to call it “football,” either.)
But you might still want to tune in to some 2010 FIFA World Cup action—if only to study the advertising.
The broadcasts are a showcase for global marketing communications. Many of the spots carry not just a soccer theme, but an international flair as well.
The lesson? Companies aspiring to compete globally must make the effort to understand and appeal to different audiences around the world on the audiences’ terms.
These ads aren’t about
There is a big difference, and it can mean the difference between success and failure in today’s global reality.
That’s why keeping an eye on the World Cup is an important opportunity to expand your perspective. After all, just as Team