Emotional resonance connects local and global brand aims

The article discusses what `global’ and `local’ mean these days, and how they vary in different parts of the world.

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...

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