How can you balance global brand strategy with local brand relevance?
Posted on 19/02/2024On one side, the brand owner needs to protect and communicate the brand core across the borders, to ensure it conveys the same essence, is recognizable and shares the same distinctive assets.
But this means that the communication and execution developed centrally could lack cultural fit and consumer relevance in the local markets, and might need to be “localized” to become effective.
Very often, the global strategy platforms don't allow local flexibility in order to leverage local insights and possible local opportunities.