Tuesday, September 8, 2009

Corporate Conglomerates Advertise as Local

"HSBC, one of the biggest banks on the planet, has taken to calling itself "the world's local bank." Starbucks is un-branding at least three of its Seattle outlets, the first of which just reopened as "15th Avenue Coffee and Tea." Winn-Dixie, a 500-outlet supermarket chain, recently launched a new ad campaign under the tagline, "Local flavor since 1956." The International Council of Shopping Centers, a global consortium of mall owners and developers, is pouring millions of dollars into television ads urging people to "Shop Local" - at their nearest mall. Even Wal-Mart is getting in on the act, hanging bright green banners over its produce aisles that simply say, "Local."

Hoping to capitalize on growing public enthusiasm for all things local, some of the world's biggest corporations are brashly laying claim to the word local."

Article continued at http://www.newrules.org/retail/article/corporate-coopt-local

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