Global-local balance

Robin Lauffer

The Bank

Global brands must account for local tastes and would benefit from adopting the work of influential sociologist Geert Hofstede

The concept of global-local marketing has been talked about extensively in the press. The conflicting demands on global brands to create marketing campaigns that have universal values, while also remaining targeted and relevant to a variety of audiences, can result in ineffective marketing.

Local attitudes to measures such as Individualism and Masculinity would be more relevant than Uncertainty Avoidance or Long-Term Orientation to a vodka brand entering a new market

Brands need to ensure they take the influence of local markets seriously, as even things that may be seen as relatively minor nuances can be hugely powerful and motivating. In the marketing community, the global-local paradigm is accepted and discussed at length. But what is less clear is how to effectively tackle this issue, taking it from a theoretical debate to a real-life pragmatic approach that delivers results in every market.