As I discussed this morning in my BBC TV Breakfast interview, the successful rescue of the 33 miners is a welcome respite from the otherwise depressing news about economic turmoil, banker bonuses, paltry pensions and property prices. What is key once the miners have had a chance to process all they’ve experienced, is that they get good advice about any marketing opportunities that are presented to them. It’s not beyond the realms of possibility that life insurance, beer, personal hygiene manufacturers amongst others approach them to endorse their brands. No doubt the William Morris agency is already on-site to secure movie and TV rights for their amazing story which might bring them at least a financial cushion on the back of the horrendous trauma they’ve experienced and the fact they are now all unemployed. The happy ending in any case is one that delights everyone, regardless of where in the world they are.
An unexpected benefit I suggest is Chile’s country brand is now much more favourably viewed than before the miners were rescued. It demonstrated to the world it can manage expectations (having told the media it would be Christmas at the earliest before the miners are rescued) and projects, having engineered the rescue capsule flawlessly and ahead of schedule. Hopefully their inward investment team are working overtime to capitalise on this unexpected success and showcasing of talent.
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Tagged brand, BrandTravel, business, Chile, crisis management, cross-cultural insights, Economy, global, International, local, market analysis, marketing, quality of life, Rescued Miners
So Newsweek has recently issued it’s “World’s Best Countries” ranking based on education, health, quality of life, economic dynamism, political environment. The UK weighs in at 14th place – behind Germany’s 12th – but ahead of France’s 16th and Italy’s 23rd rankings. Guess where the US is? The United States ranks in 11th place – behind Canada’s 7th place and Japan’s 8th place – putting it in the middle of the G7.
Maybe one reason for the US’ mid-level ranking is the severity of this recession and how different it is from the past few — how chronically it has affected white-collar professionals, especially those in California which has an unemployment rate approaching 13%. This one State, the world’s 7th largest economy, would displace Canada in the G8 if allowed to be admitted. As a key driver of technology innovations and economic renewal, this is very bad news indeed.
What this recession has done, interestingly, is make American companies even hungrier for business, finding creative ways to retain custom more than ever before. This is good news for consumers – customer service keeps improving – if evidenced only by my dry cleaners phoning me to extend a hearty thanks for my custom (can’t see that happening in European settings somehow!).
I also observed American department stores & supermarket retailers pushing their ‘value’ and own-label ranges which is a growing and lucrative source of income.
For more about Newsweek’s ranking: http://www.newsweek.com/2010/08/15/interactive-infographic-of-the-worlds-best-countries.html