Having a consistent message while taking care of local cultural context can help brand performance.
Incorporation of regional communications teams with the marketing team can help organisations further push their message into the local markets. This piece says that brands should retain central authority while issuing documented guidelines to local teams to deliver consistency.
Brands can maintain central control by creating clear and consistent messaging policies while using the local affiliate's knowledge to work with culturally sensitive local audiences. Sharing resources like old pitches or market testing notes along with the relevant context, can empower local teams to perform better.
The author contends that tracking media mentions can help brands measure their local performance and know competitors better. The author says that to deliver the corporate message effectively, brands should issue strong guidelines and clear policies to each member of the regional team.
[5 minute read]