Creating cultural advantage
This article is part of a series of articles from the WARC Guide to creating cultural advantage. Read more
As technology heightens connectivity and a global citizenship mindset, glocal brands have become the norm as brands at either end converge in the middle. Multinationals desire greater local resonance, whilst retaining their global DNA, and local brands desire expansion into global markets, whilst retaining their origin stories. Either way, people are savvier and more sensitive these days, with a baked-in mentality of “what have you done for me lately?”. So for brands to future proof their growth...