Oh Dear. A lot of global marketing is about translating a single idea for dozens of markets. But these days local executions don’t stay local for long, especially if they offer bloggers a chance to embarrass a multinational brand. Microsoft
learned this last week, when blogs and mainstream media alike seized upon an image from Microsoft’s Polish business website featuring a clumsy Photoshop
job that turned a black man white. The original image appeared on Microsoft’s U.S. website and featured an Asian man, the black man and a white woman sitting around a conference table. On the Polish website, the same photo appeared with a white man’s head pasted over the black man — if you look [not even] closely, the black man’s hand is still there –apparently because of Poland
‘s homogenous population. While Microsoft has since apologized and taken down the photo, evidence of the racially insensitive gaffe remains on major news sites such as the BBC
, and countless blogs.
I think Ford
did this in Poland also in 1996?
Read the same article elsewhere:
American Petroleum Institute Demonstrates How to Screw Up a Grassroots Event
It’s no secret that oil and gas companies don’t like the Waxman-Markey climate change bill. After all, Exxon and its ilk stand to lose a lot of cash if they have to buy emission permits for all the greenhouse gases they let loose. But instead of letting legitimate anti-Waxman-Markey grassroots effort form, a group called Energy Citizens–an alliance of over 60 energy companies led by the American Petroleum Institute–have decided to take matters into their own hands by organizing so-called astroturfing protest rallies.
About a dozen companies have withdrawn their commercials from “Glenn Beck
,” the Fox News Channel
program, after Glenn Beck, the person, said late last month that President Obama
was a racist with a “deep-seated hatred for white people or the white culture.”