Global brands have always been designed to fit within a variety of cultures and, at the same time, leverage scale. The quest to do both creates tension, which often results in pendulum shifts around the relative merits of global and local roles: “Global is King! No, local is King! No, global is King!”
A groundbreaking study by Y&R brand experts Alessandra Cotugno and Sue Mizera, published by WARC, brings sobering data to the importance of cultural relevance. Given these data, we believe the right mindset is: Cultural Relevance is King!
By: https://twitter.com/PilarLazzati/status/914977162679193600 @PilarLazzati
