What difference does “imported” make?

Heineken amused me.

Their latest print ad touts how awesome it is that their beer is imported. However, in England, Heineken is not imported. For English consumption, the Dutch beer is brewed in English breweries, under license from the Dutch corporate headquarters.

What’s the big deal about “imported” anyhow? “Chinese-made” used to mean poor quality. Now, nearly everything is made in China, and often with very high quality built in. “American” brands and “German” brands are made all over the world. Even Swiss watches may be assembled elsewhere.

Having said that, I still prefer certain countries of origin for certain products. What’s your favorite imported product and why do you like it better than the alternatives?


Hardly unique

dfw-connectedDFW airport (Dallas, Texas) bills itself as “The World Connected”. And that is true of how many airports around the world?

Takeaway: How can you brand your business in a way that is truly unique? That may not be important, if you’re the owner of a Taco Bell restaurant franchise location. But if you offer something that is one of many, you need to provide a handle for potential clients to see how you are different than the rest. If you’re not different, be different.