Local here, global there - How can we build brands that travel globally and are loved locally?

Saurabh Sharma

This article discusses the paradoxical challenge facing global brands: how to globalise their franchise and still appeal to culturally distinct markets.

Local here, global there - How can we build brands that travel globally and are loved locally?

Saurabh SharmaOgilvy & Mather China

I was sitting in a café, during one of my recent visits to India, when I overheard young college boys talking about their...

WARC subscribers can sign in to keep reading

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