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Valeria, thanks for the inspiration. Since i read your post yesterday, I've used the "if-you-can't-change-it-promote-it" technique twice, and it worked charms both times.

@Adam - over hyping is a huge problem. In order to break through, marketing has become this race to the loudest and most obnoxious forms. What about being smart, effective, knowledgeable about what our customers want and need? That would be a good start. Thank you for adding texture with your comment.

@Liz - you bring us a perfect example of a company that learned to operate in many countries with a local voice. Italy is huge on relationships, that is probably why I got such a good leg up growing in that environment (and my family) where conversation was literally the daily bread.

I think Ikea is doing this well at the moment. They are expanding in Turkey, where DIY is almost unheard of. So they are promoting 'build it yourself' as a bit of an adventure (something to tell your friends about) whilst reminding customers that's how they keep the price down.

Personally I always prefer the upfront and honest approach and I liked your examples. I think this might be something that varies by country though. In my experience some continental European countries - Italy is one - seem to place more importance on relationships than the UK, for example. Would you agree?

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