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 professor. “He is totally global,” said one, “I have not understood anything in any of his lectures, all through the semester - what a waste of time!”
It got me thinking. ‘Global’ in this context was being used to convey a meaning different from the way we have come to understand it in the context...