Here’s an enterprising story to brighten any recessionary spirits. It’s the old one about how to build a brand while shedding costs – with a new twist! In Japan, some of the bigger, more recognized noodle brands are teaming up with local eateries, and the result is win-win. The brand alliance sees the local restaurant (normally its chef) advertised on the packaging, peddling his favorite recipe, using the big brand noodles. By implication, the big noodle company is investing in the production of several dozen different packaging runs, each one promoting its own local store, an approach that is global in its thinking but decidedly local in its execution. This way of thinking pays handsome dividends as it ensures a foothold in a local market, as well as being able to help spread the budget load with a willing partner. It also proves that true R&D these days is not happening in test kitchens, but in real life, on the streets. It’s a strategy to determine what works and what doesn’t – in real-time.