Consistency and Communication are the Keys to Success in Global Marketing

Julie Gibbs

Think globally, act locally. It works for the environment. It also works for managing a global marketing organization. What happens to your company's image if your marketing isn't global? You lose the effectiveness of an overall brand when what you stand for isn't clearly or consistently articulated in all markets, and as a result, you're perceived as less trustworthy. What happens if your marketing isn't local? Your message may not be appropriately translated – or it may be translated correctly, but the message simply doesn't resonate in the particular region. An advertising campaign or direct mail piece that works in the U.S. may be incomprehensible in another part of the world. If you don't have marketing people in that particular area, you may not discover this until you're out with a negative message, and the response is confused or hostile.