How to think global and feel local


Global brands face a ‘glocalisation’ challenge to deliver regional marketing efforts. How do global brands become local?  Sheri Conn of DreamWorks Animation (USA) cites how success was achieved for the Dragons franchise through tactics such as interchanging character voices with recognizable local talent, to forge deeper fan bonds across release countries.
Through social listening, Contiki Australia monitor customer sentiment, assisting their advocacy for both tone and content pieces that would otherwise be led by a global marketing team in London, not tailored to Australian travellers.
At U.S. Warrior Games 2013 Prince Harry was inspired to start a global movement. For the Invictus Games to achieve their purpose of using the power of sport to drive positive change in the face of adversity, social impact is beyond individual games. Through collaboration corporate brand partners like international presenting partner Jaguar Land Rover and local partners (Medibank or Defense Housing Australia) at the next games in Sydney October 2018, can make a Brandstand to promote a connected lifestyle for all members of the military family dealing with mental or physical challenges and beyond the one week event.

Our take

It’s about striking the right balance between global brand, tone of voice and local market nuances. For brands to be effective across regions a cookie cutter approach will not cut it. To be salient not arrogant, speak with relevance to local audiences will ultimately solidify a global brand’s borderless success.

Mindy Lee

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The Wrap is a fortnightly review of the latest trends and technologies from around the globe.

In a constantly evolving marketplace, we identify the best new technologies, campaigns and consumer behaviours and cast The Media Store lens over their practical application and efficacy, to ensure we and our clients remain at the forefront of the news.