Branding At The World Cup

June 24, 2010  |  

(Inc) — Selena Cuffe is the CEO of a company that distributes wine – not usually the traditional drink of soccer fans – yet she’s been looking forward to the World Cup since 2005. That’s when, as a newly minted Harvard MBA on a business trip to South Africa for her then-employer, she attended the first annual Soweto Wine Festival. She found the wines – and the stories behind them – compelling.

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