Episode 5: Global Branding needs Cultural Empathy

I grew up on Thums Up, a homegrown cola that lives in the hearts of Indians. So, it was very nostalgic to interview a past CEO of Coca Cola, India, Don Short.  Back in the day he had said, “my business card needs to read CEO of Thums Up not Coca Cola.” Intrigued by this statement? I was. To be embraced in global markets, embrace the local brand you are acquiring, the culture and community. He spoke about doing the right thing even when it costs you and innovating organically not just through acquisition. Don Short is past CEO Minute Maid, President of Africa, Middle East, Japan and India divisions. Currently Founder of ROXOR, a new gin and bourbon botanical distillery in Dallas