All Brands Are Now Global Brands
With the rise of the internet, all brands are now global brands, with a worldwide presence.
But this raises a key challenge for marketers: to what extent are brands and brand categories understood universally across cultures, and to what extent do they have local variation?
Do consumers around the world now share a global identity? Or has globalization encouraged them to more strongly hold to their local concepts and traditions? To what degree is is it a mix of the two?
This tension between global and local attachments, and the paradox it creates, was explored at length in Benjamin Barber’s seminal 1995 book, Jihad vs. McWorld, and it is more relevant today than ever.
Easily Gain Insight Into Customers Around The World
We can help you locate and video chat directly with consumers and/or conduct global ethnographic research in over 90 countries worldwide to help you uncover global insights and better understand the nuances of the global-local paradox. Moreover, our revolutionary mobile app let you reach your customers in real time—virtually whenever you want and wherever they are. And we can customize your project by selecting just the right mix of tools from our Virtual Toolbox.