The internet has connected the world on a completely knew level. You would think that that would make it seem like a bigger place, but in reality it has actually made the world a much smaller place to do business in. Once you could advertise and it would just reach your small town or maybe your state. Now, when you advertise it reaches the world at an alarming rate. A business cannot afford to make a cultural mistake of any form. It could cost a business its reputation and its customer following. We live in a politically correct world.
The above advertisement is a classic example. Krispy Kreme Donuts in Huff, England to draw business into their particular location created this advertisement for the Krispy Kreme Klub or KKK. It was meant to only be for their local area. The local management failed to think of what the letters "KKK" represented in some parts of the world. Notably this was the Klu Klux Klan. It was posted on the company's Facebook and suddenly the world noticed. The company stated, "We are truly sorry for any inconvenience or offense this misstep may have caused our fans," noting that the Hull location has offered assurances that it would be "taking greater precautions with their publicity materials in the future."
Companies in today's business environment to carefully think of the global implications of all that their company does. Its a small world where information is shared daily and their brand and reputation are on the line.
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