Going ‘Glocal’ is more important than ever
“There are at a given time and in every market forces that will encourage a global approach operating simultaneously with forces that require a more decentralized approach,” says a recent report in business magazine, Poder. “Glocal, when properly implemented, can be the way we deal with both.”
‘Glocal’ combines the best of global and local, and according to Poder’s article – “Going ‘Glocal’” – it is the way of the future. It is about having the ability to connect with local consumers while, at the same time, building global brand equity.
Such processes have been been greatly facilitated by the evolution of technology, but still they are by no means easy. Meanwhile, the worldwide web has made a global mindset a mandatory rule of engagement for any brand which truly wishes to innovate and stand out from the crowd.
“Going ‘Glocal’” also reminds us of a truth which is too frequently forgotten: That is, that an excessively global approach can make brands feel foreign or distant to the very people they are trying to connect with. The article also points out that different markets are recovering from the economic downturn at different rates – meaning that the mood of any given consumer segment may vary widely from one key country market to another.
The answer? “Each brand must undertake the challenge to define which elements of their marketing mix will be global and which element will be local,” says the report. “Brand vision and mission, its positioning statement, its brand architecture, logo and its look and feel should be global… manifestations of these elements can and should be left to the local markets.”
An international agency network, such as that which we operate here at Freedman, can help to facilitate global brand consistency, and deliver greater cost-efficiencies at the same time as increased innovation. Streamlining technological capabilities, for example, can enhance the efficiency of international marketing campaigns and offer increased control of marketing spend. We aim to help deliver communications which connect with local consumers around the world.
Truly glocal campaigns are few and far between. According to Poder: “The key issue is striking the balance between globally developed platforms vs. locally developed work. In order to do so, the campaign must be flexible.”
Freedman’s regional hubs can allow you to facilitate genuine relevance across multiple markets. After all, local relevance is, and always has been, one of the best ways of judging the success – or otherwise – of an advertising campaign.