6 strategies for maintaining How to adapt authenticity in a global context and local relevance
53% of consumers feel a strong emotional attachment to global brands, according to the annual Brand Intimacy reports . Emotional attachment is a connection that has developed over time, and this human instinct is How to adapt not limited to interpersonal relationships. It also extends to brands. Therefore, when building a communication strategy, the ultimate goal for a brand (personal or business) is to build emotional attachment with its consumers.
Brands with international status such as Disney
Tesla, Apple, Nike and Samsung, often become “emotional partners” for their consumers. Let’s not forget that followers, social contacts are also our consumers. But it is very important, focusing on mint data emotional attachments, to avoid “blurring” identity during scaling.
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Let’s figure out why this happens and how to achieve it in a new market. Let’s look at six strategies to avoid it.
Localized storytelling
One of the unique features of a brand is the sense of authenticity it conveys to its audience. This is the feature for which we love a brand. It is formed through the combination of several key collaborative brainstorming elements: the brand’s story (legend), its values, mission and positioning. Each of these components contributes to how the brand is perceived and how an emotional connection is created with customers. However, when entering the international market, we must adapt our strategy to the cultural and social characteristics of the regions where they will operate.
Brands can use a global mission or values aqb directory but adapt their stories for different cultural contexts. For example, Coca-Cola maintains a global idea of joy and unity but uses local symbols and heroes in its advertising campaigns in different countries.