Ultimately, the key to global success is having an agency brand champion to manage all local relationships worldwide and ensure consistency across all brand efforts.
When it comes right down to it, at what cost are you willing to sacrifice the critical essentials of strategy, creativity, service, and experience?With global communications at the crux of the issue, we have to consider the implications of the particular needs of the brand. Many small to midsized specialty brands are heavily reliant on information—and education-based communication. Globally, we are dependent on electronic-based communication, and we have a goal to reinforce and modify consumer behavior.
How we achieve that for these types of specialty brands is quite different, and must be considered when selecting an agency partner.
You convince customers you are better by being better. Of course, understanding value at the customer level for each segment is critical, and there are mechanisms to achieve that understanding. Knowing what is important to them, how they want to be spoken to, and how they want to receive information help us make strategy, concepts, and messaging most relevant to our audience(s).
Accordingly, market research can have significant impact on gaining the necessary customer insight. And while a brand may have its core global offering, modifications may be necessary at the local level to ensure a positive customer experience.