‘Think local, act global’ guides Diageo’s brand management

The article describes how Diageo manages global brand marketing. The 1990s trend to look for single global solutions changed after the millennium, as consumers began to rebel against globalisation; the trend swung towards `thinking local’, but this can lead to complexity and fragmentation.

'Think local, act global' guides Diageo's brand management

Rob Malcolm

Every firm with multi-regional brands yearns for a simple communications framework that delivers the global benefits of scale – efficiency, simplicity and speed – while staying relevant in different markets and cultures.

But this is not easy. Companies and communications agencies search for the 'holy grail' approach – an agency model that will solve the dilemma.

In the 1990s, the trend was to look for the global 'silver bullet'. Communications technology was driving a connected world, where brands could reach consumers through global media. Everyone became a 'global thinker' and...

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