As is often the case in marketing, there is no one approach that is always the better option. As Mark Twain said, “All generalizations are false, including this one.” It is too easy to find cultural and market differences. We will always find them if we want to. A starting point for teams might be to acknowledge this upfront, and then start working on the more difficult task of finding similarities.
The first task on global versus local decisions is to acknowledge that there are differences but look for similarities.
Contributed to Branding Strategy Insider by: Paul Dervan. Excerpted from his book Run With Foxes (Harriman House)