Conceito norte-americano e brasileiro de “Motéis”: Choque Cultural no Marketing

No jornal “Valor”, um destaque que pressagia uma choque cultural no mundo do Marketing: o grupo hoteleiro Wyndham, dos EUA  pretende introduzir o conceito respeitável do “motel” aqui no Brasil.

Aconselho-os a usar com cuidado o nome “motel”, que significa aqui um hotel
para locais de encontro. videntemente, há uma grande quantidade e variedade de motéis que servem aos casais de namorados que procuram um ponto de encontro conveniente e respeitável. Apesar dos letreiros de néon berrantes, não têm estigma.

“Mirrors on the ceiling, and pink champagne on ice…”

Na realidade, as cadeias de “Motéis” nos EUA começaram  juntamente com a
construção das grandes rodavias interestaduais oferecendo aos viajantes  quartos limpos, seguros e acessíveis. Nada mais, nada menos.

Por um lado, devido a essa lacuna cultural, a sensibilidade norte-americana não permitiria essa publicidade literal que existe nos motéis brasileiros… quaisquer que sejam as razões para se hospedar no motel! Por outro lado, na minha opinão, a cadeia Wyndham pode assegurar o lançamento bem sucedido desse novo conceito, com outra palavra brasileira como “hotelzinho”ou”super-pousada”. Qualquer que seja o nome, aconselho  a Wyndham a começar a construir rapidamente … a Copa do Mundo 2014 está chegando!

2014 World Cup, 2016 Olympics… all in Brazil!

Brazil's One-Two Global Sports Bonanza!

Wondering how your company can find success in Brazil’s upcoming One-Two global sports bonanza?

Visit this website for a great road map on resources and partnerships offered by the US  Commercial Service’s team, at five offices throughout Brazil.

They’ll help you link your products and services to companies and consumers, worldwide!

2011 in review: Hanson Marketing

Happy New Year from Hanson Marketing! We find ourselves based in Arlington, Virginia these days, where the sights and sounds of economic growth and global business activity are evident. No less than four high-rise construction sites are within view right now.

Our prospects for 2012 look bright, and include relocation to another bright spot in the world’s global economy, Sao Paulo, Brazil. We are eager to unpack, sit at our new desks, and plug into what makes this Alpha City hum! We will continue to press our views on what makes the nitty gritty world of global marketing so interesting, from an expanded Southern Hemisphere perspective.

Thank you, dear readers. Now – here’s a bonus: The stats helper monkeys prepared a 2011 annual report for this blog.

Here’s an excerpt:

A San Francisco cable car holds 60 people. This blog was viewed about 3,600 times in 2011. If it were a cable car, it would take about 60 trips to carry that many people.

Click here to see the complete report.

Corruption Rankings Released

Perceptions are a telling guideline in measuring the damage done by corrupt practices in international trade.  Having just studied the Foreign Corrupt Practices Act, I was pleased to see this timely release of the latest “perception” study of corruption in global markets.

Our friends in New Zealand win this year’s Lily White status; Kiwis are true straight shooters.  Anyone care to guess where the USA ranks?  If you guessed top 20, you’re wrong.

See more here.

Free Trade Agreements Approved; Good News for Employers Across US

Hemingway Acceptance Speech, 1954 Nobel Literature Prize

Sometimes, doing a better job in our chosen fields means listening to how legends in other fields define their path to greatness. Ernest Hemingway was awarded the 1954 Nobel Prize for Literature, and this is his acceptance speech, recorded in Cuba.

While my career goals do not include literary legend, I always strive to improve my writing, as a means of imparting maximum impact and value to the solutions I provide to my clients.  To me, it helps to hear what this giant of our age thinks about gaining such a prestigious honor as the Nobel.  Listen here.

Opportunities to Do Business in Brazil

Free Trade Agreements: White House Transmits Bills

Progress announced today in ratifying trade agreements with Korea, Panama and Colombia.  These three trade agreements support American companies seeking export growth.

Read more in this news release by the U.S. Chamber of Commerce.

Disruptive Trends Thrive in Hyper-Local Markets

Consider the term “hyper-local”.  In the context of this post, it describes products and services that you buy and sell from providers within close physical proximity to where you sleep and work (not to say you’re dozing at your desk…)  What product and service trait makes it the magnetic, most favored choice?

Density.  Product owners choose a few key locations wherein their target customer abounds, and blanket it, making the product’s around the corner, steady-eddy availability a blockade against competitive products. Like a magnet drawing customers, every time.

Read more at Fast Company. This great quote from the article, about one of my favorite disruptive trends, Zipcar, sums it up: “…what catalyzes [customer’s] decision to go with Zipcar is often the discovery that a car is available five minutes from home rather than 10. That trigger unlocks the magnetic properties of Zipcar.”

Emotional Design: Achieving Marketplace Differentiation

Intriguing title for a provocative concept in product roadmap leadership. TechAmerica San Diego’s Strategy, Innovation & Development Roundtable is covering the topic as part of its 2011 Competitive Edge Series. Learn more about it at this month’s event

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