How to run a global marketing campaign that meets local needs without damaging the brand

Kevin Freedman

Journal of Brand Strategy, 2015, vol. 4, issue 1, 15-26

Abstract: Successful localisation can bring great rewards to a global campaign, taking a brand further, faster than ever before. But how do companies launching a new product or campaign for a global brand strike the right balance between understanding and responding to the needs of local markets and not damaging the brand globally? How can they achieve global consistency and local relevance in a new campaign or launch? Pitfalls abound, but it is possible. Global marketing campaigns can work despite the company's structure, balancing the needs of global and local, whatever the organisational model. Prioritising collaboration and implementation is fundamental to success.

Keywords: global marketing; global marketing implementation; localisation; digital localisation; global marketing organisation; global marketing campaigns; global brand; programmatic advertising (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2015
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