Everything's global, nothing's really global!: Why Global Brands With Global Values and Global Marketing Development Need Local Consumer Understanding
Federico Capeci, Clara Salmeri
INTRODUCTION: WHY A GLOBAL BRAND NEEDS AN IMMERSIVE LOCAL UNDERSTANDING
There was a time when brands would point out the benefits of its own products to a highly receptive consumer who was ready to absorb and transform the best communicative performance of the Brand into the action of buying. The Brand stated itself as a guarantee, endorser and a signature for the promise.
That was back when the consumer was identified and segmented in targets...