LOCALLY GLOBAL

By Kelli Frias

A GIFT OF THE DIGITAL REVOLUTION

Brands follow us

Successful marketing knows what consumers want

Makes consumers comfortable in new places

We love familiarity

A PROBLEM WITH THOSE BORDERS

David Krajicek addressed those issues in AMA

The internet promotes illusion of uniformity of ideas and

tastes

“Borderless society”

Idealized homogeneity

BORDER PROBLEMS

There is a modicum of truth to that

Many brands- McDonald’s, Google, etc. have gone

international

Many of these brands, however, neglect local flavors

THE IMPORTANCE OF GLOBAL FLAVORS

Locality has become a marketing advantage

Allows smaller guys to compete with larger brands

Locality = Authenticity

Connection to culturally aware consumer

Brands breed familiarity as they grow

Definite point of Marginal Return…

… people will inevitably want something uniquely culturally

familiar

Enter idea of localized search results

Or fast food menus reflective of local cuisine

However, its still under a single corporate umbrella

Brands should keep customers as they travel

But they shouldn’t ignore cultural sensibilities

They have to find a balance

FINDING THE BALANCE

Requires some serious work on the marketing side

Invest in good R&D

Get the language right

Tap into a cultural ethos with advertising

EXAMPLES

Here are some companies that have tailored to the local

market….

Starbucks

Buick

BMW

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