I’ve been thinking about this ever since my last post on Starbucks’ community coffeehouse concept, which in itself recognizes the value of appealing to consumers by delivering more of an authentic local experience.
Those who work for global or international organizations will nod their heads about the importance of localization.
Many brands reach out to the world at large, but failure is imminent if you don’t think and act locally.
What happens when you don’t account for local differences?
Well, as the authors over at the Brand Strategy Insider blog point out, you get beaten… and badly! See Local Brand Dominance.
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