What the World Needs Now: Global Brands for the Global Generation

by Scott Goodson 

http://www.futurelab.net/blogs/marketing-strategy-innovation/2011/08/what_world_needs_now_global_br.html

This is an interesting provocation and discussion.

What is it about being a true global brand these days? Do we still have to think global and act local? Or has the web changed all that, bringing the world together more than ever before?...….Today the significant opportunity in brand building is to maximize one idea across the globe, to create an inspirational rallying cry for a global consumer movement….….It isn’t easy to communicate across different cultures and countries while having one overall brand that really makes an impact….….Few brands act this way. Corporate culture, cultural differences, and different usage habits have stopped many a brand from realizing their global potential. There always seems to be a reason why a brand shouldn’t have one idea around the world.
Since the Internet overtook our lives, this ‘global against local’ way of advertising is becoming increasingly difficult for brands. Like never before, people are communicating and engaging with the entire world. Borders and boundaries have ceased to exist as people tweet, blog and chat online in real-time, 24 hours a day, seven days a week with just about every country on the planet.