Ever pondered how some global giants manage to resonate deeply in local markets while some completely miss the mark? Stay global or adapt to the local market; this question is one many brand managers have mulled over for some time.
As brands increasingly expand globally, the question of local adaptation versus global consistency remains relevant.
The Big Question: Go Global or Stay Local
Here’s the big question for any global brand: Do you come in with your global identity and try to make it fit everywhere, or do you adapt your brand to each local market?
On one hand, a brand needs to stand for the same values and purpose everywhere. On the other, it must respect the local quirks—the different habits and expectations of people in each market.
The Power of a Strong Brand
Here’s the simple truth: the stronger the brand, the more profitable it is.
There’s a clear link between building a strong brand and making money. Just look at the top eight brands—they grow rapidly because they offer exceptional experiences and have strong values. These brands don’t just have customers; they have loyal fans who trust them and spend more on their products.
The Challenge for Global Brands
For global brands, the challenge is deciding how much to adapt to local markets. Should they keep a strong global image or make local adjustments?
Brands that appear global often seem more prestigious to consumers, gaining greater stature. However, if they fail to connect with local culture, they can come across as out of touch and unresponsive.
Take Procter & Gamble’s misstep when launching Pampers in Japan: they used packaging with a stork delivering a baby, a common story in the West. But in Japan, babies are believed to come from giant peaches. The packaging didn’t resonate with Japanese parents because it didn’t respect their local folklore.
A similar example is when the global giant KFC got into the Chinese market. While their classic tagline “Finger Lickin Good” is a phrase that makes us all crave their tasty kitchen, hitting China, it turned into something more like “Eat Your Fingers Off”. A classic example of what happens when the intricacies of the local dialect is ignored.
The Balance: Mixing Global and Local
Is the solution to focus only on local adaptation? A local approach can definitely help brands grow faster within the local market and achieve better returns on investment.
A solid approach in theory, but it can also lead to inconsistencies that grow over time, causing a level of dissonance—particularly now that we live in a global digital village. It’s easy to see opportunities in local differences and nuances, but this can sometimes come at the cost of eagerly creating a cornucopia of local initiatives that aren’t held together by a common thread. As a result, this can dilute the equity of global brands.
Like everything in life, the truth always lies somewhere in the middle.
“Managing global brands done right exists at the intersection of global coherence and consistency and local relevance and meaningfulness”
Afro-Fusion: A Perfect Example of the middle ground
Let’s talk about Afro-Fusion—a perfect blend of global and local. Nigerian artists have mixed Afrobeat with reggae, hip-hop, and soul, propelling them to global fame.
Take Joy Meribe, a Nigerian designer who opened Milan Fashion Week with his Afro-Fusion collection. Or Hollywood, increasingly drawing on African cultures to create films that resonate worldwide. These examples show how brands can stay true to local roots while meeting international standards.
The key is balance—keeping a consistent global message while staying relevant locally.
So How Do You Make the Glo-cal Model Work?
It starts with great insights. You need strong local insights to make the “Glo-cal” approach work. Being present in the local market is key to understanding what people truly want. Remember Coca-Cola’s “Banter Better” campaign? It captured local nuances while aligning with their global message of happiness and connection. Insights like these can only be mined through a physical presence in the local market—you can’t uncover these gems from the outside looking in.
Collaboration is key. Working with top talent worldwide blends local flavor with international quality. Hollywood has done this by incorporating African stories and creating content that resonates locally and appeals globally.
Originality is just as important. As seen in the renaissance of African stories in Hollywood, we can take charge of telling locally relevant stories while meeting international standards of execution.
Final Thoughts
We’ve all heard the saying, “Culture eats strategy for breakfast.” It’s been repeated so often that its meaning can get lost. But it’s simple: if your strategy isn’t rooted in local culture, it won’t succeed. To build strong brands that resonate globally, you need to strike the right balance between global consistency and local relevance.
Here’s to building stronger, more connected brands that thrive locally and globally!
Ife Tabi
Ife is the Deputy Group Head, Strategy and Planning at Noah’s Ark Communications
