Emotional resonance connects local and global brand aims

Chris Francis

To understand the differences between the concepts of 'global' and 'local' and how consumers react to these notions, we first need to examine what exactly 'global' and 'local' mean these days.

We also need to look at how patterns of behaviour and brand engagement in East Asian markets are informing, or being replicated in, the west. Finally, we need to appreciate the ever-increasing value of simplicity and clarity of purpose for brands.

In times of economic gloom, consumers may well think about more basic, immediate things; they may also think more in the short-term than the long-term, and buy more locally produced goods and services. Hence, a kind of ethical parochialism emerges, and the rise of other values based on proximity, or the past, such as heritage and nostalgia. There is an anticipated decline in travel and its associated emotions of fantasy and discovery, accompanied by the rise of the home and hearth. These thought patterns could be called 'more local'.