“The empires of the future are the empires of the mind”
— Winston Churchill
Am I a global citizen?
What is global culture?
Are we all thinking the same things because we have access to the same things?
We may think that a global economy can create a global culture but truth is people, culture and environments are different around the world. Sometimes your brand values and message will translate…sometimes they won’t.
When we went to talk to the Chinese about ‘refreshment’ they automatically thought of tea, a hot drink, not an ice-cold Coca Cola.
It’s important to keep ‘the world’ in mind when you’re building your brand. Whether you have aspirations to reinforce cultural relevance in an established brand, or you are in the beginning stages of brand development with international markets in mind, we can help find the consistencies and contradictions that will inform a smart international strategy.