Society, brands and the media: a three dimensional view of the world

Global marketing is undoubtedly now an established discipline. More and more strategies are designed to capitalise on common consumer characteristics across the world.

Society, brands and the media: a three dimensional view of the world

Sheila ByfieldMindShare Worldwide, United Kingdom


Does the global consumer exist? Are there sufficient common behavioural and attitudinal characteristics across the world to ensure that messages created for one region will be fully understood by people living in another? We are living in times of great change that are having significant impact on the world's societies and in how we communicate with them. To positively leverage these changes in the way we manage brands and communications both within countries, and more particularly across borders, it becomes necessary...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands