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GLOBAL 2016: Global essence must contain local relevance

Nihar Das
Global P&G Business Leader
As global brands serve people of different cultures, it is important to identify the aspects of brand essence that connects to different cultures. For such global businesses, while creating at scale makes economic and operational sense, the danger is in standardizing the marketing toolkit that comes at a cost to brands. Evidence suggests over half of such initiatives fail, and up to 70 percent of the toolkits don't get used in markets. Marketers need to respect the local cultural relevance while maintaining the core brand essence.