What brands can learn from Skoda and Japanese rugby

The Rugby World Cup in Japan has so far been a pristine example of how to stage the perfect sporting spectacle. A fascinating country with a vibrant and ancient culture totally distinguished from the rest of the world, with an enthusiastic population wholeheartedly getting into the spirit of things.
Even in the worrying prelude to and tragic aftermath of typhoon Hagibis, the magical, dynamic and exuberant joie de vivre of the host nation has shone through, never more so than in the performances