Harvard Business Review
JANUARY 19, 2012
Both parties are to this extent "glocal" — global and local. Seth Godin suggests that even time could be made more local. Yes, both are listening to national and international communities of taste and practice. But now being locally responsive matters just as much and sometimes more. Now, Coca-Cola marks cans by city.
Harvard Business Review
JULY 23, 2013
As they wrote: "It''s hard to create relevant and timely global advertising themes, positioning, and stories that reinforce the brand, appeal to consumers around the world, and can be creatively delivered through all touch points. The marketing guru Seth Godin recently announced that content marketing "is all the marketing that''s left."
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