One of the key reasons it’s so important for brand owners and developers to master the global/local dilemma is because the costs for those who haven’t are immeasurable. For example, the costs to the brand’s and parent company’s reputation from market ignorance is tangible but often difficult to measure due to the time lags involved. Similarly, the cash spent on campaign investments – above and below the line – are wasted when a company’s local execution is misaligned to the culture.
The lack of a global marketing strategy means the risks of off-message behaviour and executions are tremendous. These inconsistencies we know undermine brand building, for which consistency is a prerequisite. It also means the experience for customers across touch points is inconsistent, lowering their loyalty and thus lifetime value and revenue streams to the company.