Globalization is funny. Just when you think you’ve created a global brand, people start yearning for its “localness.” Take Coca-Cola. According to this article in the Philadelphia Inquirer, expat Mexicans are paying a premium for imported Coke.
Here’s an excerpt:
“It has a different taste,” owner Adela M. Trinidad, 30, explained in [...]
The trend of American companies building Spanish-language Web sites is now in full swing. We are now seeing health care organizations getting into the act, with Delta Dental of California now offering a Spanish site:
I always find it interesting to observe how Web sites incorporate their first localized Web sites. They rarely revise [...]
Walgreens claims to be the first national pharmacy retailer with a Web site designed specifically for Hispanics: WalgreensEspanol.com.
One major problem with this new site — it’s near-impossible to find unless you already know the URL. Try visiting the main Walgreens home page: www.walgreens.com; as of today, there is no link to [...]
With the publication of Madonna’s much-hyped children’s book, The English Roses (Las Rosas Inglesas), Scholastic is launching a Spanish-language imprint, Scholastic En Espanol. According to the press release, Hispanics currently account for 17% of all children in the United States and by 2005, Latinos will constitute 25% of the U.S. population. The imprint will [...]
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