For decades, marketing leaders swore by the mantra – ‘Think global, act local’. It promised efficiency and consistency – a way to scale campaigns across markets while sprinkling in just enough local flavour to feel relevant. The approach usually meant developing a global campaign, swapping in local faces or backdrops and maybe translating a tagline. It looked neat on a slide deck, but often fell flat in reality.
That model doesn’t work any more. Today’s audiences are too savvy, too connected and too sensitive to cultural nuance to be convinced by one-size-fits-all storytelling. They can smell when a brand is borrowing from the outside rather than building from within. Authenticit
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