Consensus, Globalization and Glocalization

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Consensus

Globalization

Glocalization

The Problem with Trend Tracking

Harvard Business Review

JANUARY 19, 2012

To qualify as a trend, something must represent an emerging consensus. Both parties are to this extent "glocal" — global and local. A trend, for anthropological purposes, has to be a change in how culture defines how we see and act in the world. Novelties come and go. Keates certainly believes there's a trend here.

Trends

Trends Glocalization Advertising Godin

How Story Platforms Help Global Brands Go Local

Harvard Business Review

JULY 23, 2013

Despite the truth of most of these observations, "Go Crazy" is part of a global campaign originated for Coke by Ogilvy Brazil. The Coke campaign is one example of what three prominent co-authors addressed in a March HBR post titled " Great Advertising is Both Local and Global." It''s not easy to do, however.

Brand

Brand Globalization Advertising Storytelling

Leadership Digital

The Problem with Trend Tracking

How Story Platforms Help Global Brands Go Local

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