Why Global Marketing Adaptation Matters for Your Brand
When I started working in international marketing back in the early 2010s, the common assumption was that a strong brand identity could travel anywhere without much change. A logo, a tagline, a campaign idea, we thought these would resonate across borders with minimal translation. But the reality was more complicated. I remember sitting in a meeting where we discussed a campaign that had performed brilliantly in the UK but bombed in Japan. The creative director kept saying “