.png){kind=icon}
- Read the Canadian Broadcasting Company archives’ story about the “I am Canadian” campaign and try to find some more recent ads from this campaign. In what way could using such a stereotype be beneficial to a marketer? In what ways should marketers be cautious about using this approach?
- Even brands that are internationally successful can have trouble with specific cultures and subcultures. "10 Successful American Businesses That Have Failed Overseas" describes some well-known brands that had some international cultural setbacks. Discuss how some companies were able to adjust and successfully assimilate, and why others failed to do so.
- Read "Dior Pulls 'Sauvage' Campaign After Facing Appropriation Backlash". Identify and discuss the various characteristics of culture that are present in the campaign. The campaign was ultimately pulled and Johnny Depp’s and Dior’s reputation were damaged. Suggest several ways in which marketers can develop useful insights to help companies avoid issues like this.