'Glocalization' rules the world | Marketing | News | Financial Post - 2 views
business.financialpost.com/...glocalization-rules-the-world
ib_geog2009 Global Interactions Political outcomes Local level glocalisation
shared by Gemma Archer on 18 Oct 12
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targeting messaging to local markets resonated more deeply with con
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people to perceive a brand as [they would] perceive a person. They need to speak the same language, they need to value the same things.
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Nescafé has found the way to communicate a great perception of its coffee, but for triggering different emotions,” she said.
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Social media really talks in the language of the consumer,” she said. “It really helps brands to communicate sharing the values of a local consumer.”