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You may expect that global marketers and all their extensions and collaborations into other markets would work together in one big, coordinated matrix of efficiency and impact. This is, of course, leadership's goal, but in reality, there is usually nothing further from the truth.
The common reality? The global team butt heads with the country teams because they do not do what they are supposed to do. The country teams challenge the global team because they are inexperienced in the ways of the local market and do not know the specificities of the particular challenges that the country team faces.
The results? The local brand feels completely separate to the global brand, the global brand swings and misses on a local scale, campaigns flop, campaigns are misunderstood and energy and resources are wasted. How can you avoid these outcomes?
And that’s if you have a local leader - what if you don’t? What’s the scrappy start-up way to Land a Global brand in Local markets?
Join David Moreno, CMO at Virtualware (based in Spain), and Jeremy Schumann, Global Brand Strategy Lead at Instagram (based in California), as they explore the tensions, realities, and tactics that marketers at companies of any size can apply to “land the plane” and their brand’s message in local markets.
Global Brand Strategy Lead
Chief Marketing Officer