Anybody who has seen Ferrero Rocher's bizarre TV commercial will appreciate the absurdity of attempting to cover Europe with a single commercial. Cultural diversity is part of Europe. As the trading federation grows stronger, those who disregard its incongruities will be least able to take advantage of its opportunities. The Branding of Europe (p66) describes how some British companies are learning to use cultural differences to establish their products in the wider market. The Ferrero Rocher ad may have achieved a convoluted success, but the exporter might be wise to eschew displays of incompetence - whether deliberate or not.
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