Why is there no new thinking on global brands?

[Guy Murphy]

Last I heard was GLOCAL, unhelpfully. Anyone found anything remotely new on how to plan global brands?

The obsession with technology is not matched with an obsession with geography, but the later is more important to the future growth of big companies.

[farisyakob]

check out global brands from millward brown / nigel hollis

http://farisyakob.typepad.com/blog/2008/10/the-global-brand-and-fuz...

fx

[Guy Murphy]

Thanks Faris. That book maybe marks the beginning of a new chapter of work for brands. Shame its taken so long. I suspect people think the internet makes geography redundant, as if the world was uploaded onto YouTube every day.

Guy

[farisyakob]

internet is flat sure. world ain't. culture is different, colliding and blending sure but fundamentally different in different countries and brands need to reflect that

rock ON fx

[Elliot Polak]

How do smart pigs find truffles?
Not by looking up to the clear blue sky.
But by keeping their noses down to earth.

Global ideas do not exist in a cultural void.
They come from within local cultures.
They are inspired by clashes between cultures.
They take on significance beyond borders when they strike a universal human chord.
Or disrupt a universal stereotype.
If you plan for a global idea, you are likely to end up with a bland idea.
Look deep in many cultures for ideas.
See how stories are told.
Shake.
Blend.
Cross.