Local Versus Global – While Peter believes that the

While Peter believes that the cultural issue is often overestimated, he believes that one of the reasons why brands might opt for a local strategy is that the competitive challenge in a market or region is very different. “You’re not yourself when you’re hungry” was originally a global idea that has been implemented locally in many markets, often using local celebrities in their mass-market television commercials. And people at headquarters feel that the local team exaggerates the differences between their markets, that these differences are insignificant and not worth the cost, effort and time required. And I believe that campaigns that focus on local cultural issues can go beyond global campaigns that are designed for many markets. This global advertising goes beyond the previous approach of using local ads in each market. The first task in global versus local decisions is to recognize that there are differences, but to look for similarities. If you find our branding and brand management strategy stimulating and want to get to know you and your marketing or management teams better, we can establish a learning and development commitment tailored to your needs. We should only optimize or modify the global campaign if we know for sure that the local market is a barrier. If there is one issue that is getting out of control, it is the debate about local versus global marketing. Local campaigns always outperform global ones. The global team is accused of not understanding the local nuances. Does the local always beat the global? Well, it doesn’t. The global outweighs the local. At Blake Project we help clients around the world at all stages of development, in online strategy workshops, to redefine and reformulate what makes them competitive in critical moments of change. He said it was a sensible approach to try to make the global strategy work first.