Attempt “glocalisation” based on informed decisions and with help from a “brand interpreter”

New Ideas in MarketingEssential news for marketers, summarised by YouGov
February 14, 2020, 9:09 AM UTC

Centering marketing and sales teams on branded products helps drive innovation and efficiencies.

This piece shares some tips on how “glocalisation” can help global brands succeed in local markets. Businesses must be flexible and adapt the global brand to fit local opportunities. However, ensure that the global brand does not get lost in the process.

Organisations must adapt their menus or product ranges or services to match local customer’s preferences. Companies must have an understanding of their customers in local markets as consumers are most responsive when global companies tweak their offerings to suit local languages and customs.

Companies could do well bringing in “brand interpreters” to manage the localisation of a brand in each market. Making informed decisions to create and deliver effective customer experiences can help the company tackle challenges head on.

Read the original article

[3 minute read]