Page 110 - How We Lead Matters

One of a Kind

Critics of globalization sometimes point to what is known as brand homoge-
nization as a downside to international commerce. They argue that if the
world is filled with mega-brands and you can find the same products every-
where, why travel?
In general, I defend a degree of homogenization. If managed properly,
companies that take their brands globally create jobs, raise standards of liv-
ing, and bring consistency in the quality of goods and services, as well as
enforce much-needed safety standards. As for blaming homogenization for
the demise of unique products produced in a particular country, I recall my
experience in Wales.
My husband and I had just enjoyed a simple ploughman’s lunch in
Cardiff. As we strolled along the city’s cobblestone streets, we passed a store
with a stunning yellow and avocado jacket and a matching plaid skirt dis-
played in its window. Somewhat uncharacteristically, Glen encouraged me to
try it on. When I hesitated, he said that a woolen outfit would always remind
me of the green hills of Wales. And when he protested at my suggestion that
I buy only the jacket, I knew I had found something unique.
Back home, it was the perfect attire for a fall football party. I delighted in
responding to the numerous compliments I received with the romantic story of
my unusual find in a faraway place—until, that is, my sister walked in wearing
the same outfit in beige and cream, which she had found in a local mall.
The mall? Okay, but did they serve a ploughman’s lunch?

Marilyn Carlson Nelson 93