Cracking the code of consumer motivation in an age of reverse glocalisation

Awareness may be an important KPI and goal for marketers, but inspiration can be a better predictor of growth and is ultimately the next stage of marketing evolution, says Wunderman Thompson’s Victoria Hoyle and Virginia Alvarez.

Creating cultural advantage

This article is part of a series of articles from the WARC Guide to creating cultural advantage. Read more

The Cambridge dictionary defines glocalisation as “a case in which a global product is transformed into another shape in order to meet the needs of local consumers”. This reflects the wide perception that products and services need to be tailored for local relevance when they’re exported from one market to another.

But this traditional wisdom is coming under challenge in a connected world where hundreds of millions – or even billions – of people from different parts of...

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