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01 August 2001

Going multi-cultural


Businesses launching new brand names usually go to great lengths to get their word associations just right. But how many take account of the fact that New Zealand is increasingly becoming a multicultural nation?

Take The Warehouse, for instance - rebranded by the primary school sector as Te Warewhare. One Whammer and her son decided to look up the Māori meaning for ‘ware', to see just what kind of ‘whare' they were referring to. ‘Tasteless' was the definition given.

Hmmm. Say no more.

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