Consistency and Communication are the Keys to Success in Global Marketing
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.