This site uses cookies to improve your experience. By viewing our content, you are accepting the use of cookies. To help us insure we adhere to various privacy regulations, please select your country/region of residence. If you do not select a country we will assume you are from the United States. View our privacy policy and terms of use.

Remove Globalization Remove Glocalization Remove Godin Related Topics
Marketing Operations Technology Innovation Consensus Advertising Storytelling Commitment Creativity Audience More Related Topics >
article thumbnail

The Problem with Trend Tracking

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.

Trends 14
Trends Glocalization Advertising Godin 14
article thumbnail

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 8
Brand Globalization Advertising Storytelling 8
This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.

 

Stay Connected

Join 5,000+ Insiders by signing up for our newsletter

About
About
Editions
Editions
Topics
Powered by Aggregage | Terms and Conditions | Your California Rights and Privacy Policy
© Aggregage 2024