Defeating Product Confusion: When Localization Becomes Rebranding!

Recently, the Republic of Ireland’s Supreme Court declared, ‘Subway bread is not bread’. With over 145 Subway locations in Ireland, more than 22,000 in the United States and over 38,000 locations around the world, Subway is the world’s largest global fast-food chain. Although now reviewing the ruling, officials from Subway publicly disagreed with this announcement, […]

Common mistakes by Chinese companies

Common Mistakes by Chinese Companies Going Global

Jack Ma once likened his company Alibaba to “a crocodile in the Yangtze”:  strong in China, but once outside familiar waters, not in a position to take on the “shark in the ocean,” eBay.  China’s huge domestic market has meant that previously, enormous business successes could be found without taking the risks of venturing abroad. […]

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Customer Service Week: Part Two – Virtue of Perception

If you haven’t heard, it’s Customer Service Week at Simply CSOFT! Stop by to read all about the second virtue of customer service through a Taoist lens. Yesterday we discussed how a sharpened focus can lead to better understanding of clients’ needs. Today we will emphasize the concept of perception, and how service providers can alter their customer service approach to better satisfy their customers. Stay tuned for more virtues all this week!

TheNewStarbucksLogo OneStepClosertoHardcoreGlobality

The New Starbucks Logo – One Step Closer to Hardcore Globality

Have you heard the news about Starbucks’ new logo? Apparently, there’s a big fuss online because they removed the company’s name and the word “coffee” from the logo, leaving only the iconic representative of their products, the green siren. Fans of Starbucks seemed to be fairly against the change, but it’s possible that the removal of the words from the logo is an important part of Starbucks’ globalization strategy. If you’re interested in international branding, business, or language, you should stop on by and let us know what YOU think about this wordless logo that’s left so many consumers speechless.