Glocalization, Godin and Marketing

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Glocalization

Godin

Marketing

The Problem with Trend Tracking

Harvard Business Review

JANUARY 19, 2012

Both parties are to this extent "glocal" — global and local. Marketing once specialized in advertising and packaging that was identical everywhere. Marketing once specialized in advertising and packaging that was identical everywhere. Seth Godin suggests that even time could be made more local.

Trends

Trends Glocalization Advertising Godin

How Story Platforms Help Global Brands Go Local

Harvard Business Review

JULY 23, 2013

One solution to this tension is to pursue what we call glocal advertising strategy — locally adapting a universally embraced core idea that will resonate in any market anywhere in the world.". The key question for global brands is, "How can marketers pull it off consistently?". Advertising Marketing'

Brand

Brand Globalization Advertising Storytelling

Leadership Digital

The Problem with Trend Tracking

How Story Platforms Help Global Brands Go Local

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