'Understand and then be understood'

Geoff Wicken

The problem for global brands is that they need to understand, and adapt to, local differences. Local markets can be affected by many factors, both commercial and cultural.

'Understand, and then be understood':

The #1 habit of a highly effective brand

Geoff WickenSymmetrical Global Information Services

 

Increasingly, companies with brands that compete in multiple markets are drawing the conclusion that the right strategic direction is to adopt global themes in their marketing, but to adapt these to national markets. Consequently, advertisers who wish to remain competitive need to be able to examine a brand's users in depth across countries quickly and cheaply.

The performance of a global brand in local markets can be affected by many factors, both commercial and cultural...To be a success, a brand...

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