From Global Vision to Local Connection

How do brands pass from global vision to local connection? At first glance, people from opposite corners of the world might seem vastly different—one might picture a Tokyo commuter sipping matcha on the way to work, while another envisions a New Yorker grabbing a black coffee from a street cart. Yet, dig deeper, and you’ll find remarkable similarities: the same universal human desires for connection, convenience, and self-expression. Whether in São Paulo, Shanghai, or Stockholm, people crave products that enhance their lives and align with their sense of self.

Cultural Agility

But here lies a fascinating paradox. While globalization, social media, and the ease of travel are making us more alike than ever, there remains an undeniable truth: Consumption, Culture, and Identity—the Holy Trinity of Marketing—are deeply intertwined. Just as in Christianity, where the Father, Son, and Holy Spirit are distinct yet inseparable, this trinity shapes how we behave as consumers.

Culture is the lens through which we define ourselves, influencing everything from the clothes we wear to the food we eat. A dish that evokes nostalgia in one country might be exotic in another. A fashion trend in Paris may seem avant-garde but feels ordinary in Seoul. While our core needs might be universal, the way we fulfill them is shaped by the cultural ecosystem we grow up in.

This duality—the simultaneous convergence and divergence of consumer behavior—is the defining challenge for global brands. The internet might flatten trends, but local culture remains a powerful force in shaping preferences, habits, and emotional connections to brands. So, how do companies navigate this paradox? How can brands remain globally recognizable while embedding themselves authentically into local cultures?

The answer lies in mastering cultural agility— to succeed globally, your brand needs to be both strong and adaptable—a consistent yet elastic brand that can stretch to fit different cultural landscapes without breaking. Imagine it like a high-performance material: sturdy enough to maintain its core structure but flexible enough to take on new shapes where needed.

However, elasticity without a strong foundation leads to chaos. Without a solid base, a brand risks becoming like the Slinky, the famous helical spring toy that unpredictably bounces from one place to another without ever truly anchoring itself. In branding terms, this means losing coherence, confusing consumers, and failing to establish a recognizable global identity.

Hard and Soft Points to Consider When You Pass From Global Vision to Local Connection

This is why any brand with global ambitions must define hard points and soft points:

• Hard Points: Core Values, Brand Purpose, Brand Character, Slogan, or other brand aesthetics.
• Soft Points: The adaptable aspects that allow for local cultural integration. These may include communication styles, brand territories and associations, product variations, or marketing tactics.

By striking the right balance between these two elements, brands can maintain their global presence while resonating deeply in local markets. Let’s dive deeper into how companies successfully execute this balance in their global strategy.

Hard Points – The non-negotiable elements that create a recognizable brand identity across all markets. These could include:

• Brand DNA –  The core emotional functional and emotional values of the brand (e.g. the rebel soul of Harley Davidson and the unique feeling of liberation)
• Brand Purpose – The fundamental reason the brand exists (e.g., AirB&B: to create a world where anyone can belong anywhere.)
• Key Visual Identity – The logo, color scheme, typography, and iconic brand elements (e.g., Coca-Cola’s red and white palette, L’Oréal: Because I’m worth it).
• Core Product & Quality Standards – While product formats may vary, the fundamental quality and essence must remain consistent (e.g., McDonald’s Big Mac tasting the same everywhere).
• Customer Experience Principles – The way a brand engages with customers and delivers its service should be seamless across regions (e.g., Apple’s consistent in-store experience worldwide).

Soft Points – The adaptable aspects that allow for local cultural integration. These may include:

• Brand Territories – The cultural associations a brand builds in different markets (e.g., Carlsberg associating with Padel in Portugal but not in other countries).
• Communication Styles – The way the brand speaks to consumers (e.g., Head & Shoulders promoting confidence and prevention in Italy but emphasizing scientific credibility in other markets where they take dandruff as a real issue not to be ashamed of).
• Product Adaptations – Adjusting product offerings based on local tastes and preferences (e.g., McDonald’s offering Teriyaki Burgers in Japan and McAloo Tikki in India).
• Communication Channels – Tailoring media strategies based on how audiences consume content in different regions (e.g., WeChat in China vs. WhatsApp in Europe).
• Testimonials & Influencers – Leveraging culturally relevant brand ambassadors (e.g., Lionel Messi for global sports campaigns vs. a local TikTok influencer in Thailand).
• In-Store Promotions & Retail Execution – Customizing marketing activations based on shopping behaviors and retail culture (e.g., Sephora’s in-store beauty advisors adapting their approach in France vs. the US).
• Seasonal & Cultural Adaptations – Localizing campaigns around cultural holidays or traditions (e.g., Lunar New Year promotions in China vs. Thanksgiving specials in the US).

By striking the right balance between these two elements, brands can maintain their global presence while resonating deeply in local markets.

Managing Global & Local Teams for Seamless Execution

One of the biggest challenges in localization is ensuring smooth collaboration between global brand teams and local markets. In large corporations, tensions often arise between what the global team envisions and what local teams believe will work in their specific market. The underlying message in these discussions is frequently: “I live in this market, I know what works and what doesn’t.” While this may be valid in some cases, too much deviation can lead to a fragmented brand identity, making the brand appear inconsistent across different regions.

To bridge this gap, clear hard points vs. soft points must be established, allowing local teams the flexibility they need while maintaining brand coherence.

For top management, fostering collaboration between global and local teams requires:

• Encouraging cross-market talent movement – Global marketers should experience local markets firsthand, and vice versa.
• Empowering local teams to lead execution – Providing flexibility within strategic guardrails (hard points vs. soft points) ensures innovation while maintaining consistency.
• Selecting the right local partners – From creative agencies to distributors, choosing partners who understand cultural nuances is critical.

A key takeaway: Instead of relying solely on multinational agencies, conducting local tenders can unlock fresh, market-specific creativity. Local agencies often bring a deeper understanding of cultural nuances, making the difference between a good campaign and a truly great one.

Illy and the Art of Localizing

Everyone knows the mantra Think Global, Act Local, but where does the localization process truly begin? In a world that constantly pushes us to accelerate, sometimes the best strategy is to pause, observe, and absorb before making a move. This philosophy is exactly what Illy Caffè applied when expanding into Greece.

When Illy first entered the Greek market, it encountered a fundamental challenge: Greeks weren’t big on espresso. Unlike in Italy, where espresso is a quick, concentrated experience, Greek coffee culture revolves around long, leisurely café visits. Rather than forcing its traditional espresso model onto the market, Illy took a step back and observed.

The result? The Freddo Espresso.

A cold, long-lasting coffee, the Freddo Espresso perfectly mirrored local consumption habits, allowing Greeks to enjoy a high-quality espresso experience while embracing their cultural tradition of slow, social coffee drinking.

Why It Worked:

• Cultural Relevance: Greeks spend hours at café terraces, socializing under the sun. A small espresso didn’t fit their lifestyle.
• Brand Consistency: Freddo Espresso retained Illy’s premium espresso DNA but was reimagined to suit local tastes.
• Consumer-Centric Approach: Rather than imposing a global standard, Illy listened, adapted, and innovated based on real consumer behavior.

From Global Vision to Local Connection – The Takeaway:

The brands that will dominate in the next decade will be those that master cultural fluidity passing from global vision to local connection. Instead of forcing a top-down approach, they will harness local creativity to fuel global innovation. The true art of global branding isn’t about choosing between standardization and localization—it’s about knowing when to do both, and doing it brilliantly.

About The Authors

Evangelos Touras is Global Chief Marketing Officer of illycaffè. With an MBA in finance, he spent most of his career at Procter & Gamble, where he played a key role in developing brand and category strategies for sustainable growth while managing full P&L responsibility for various business portfolios across multiple regions. He is a highly results-oriented manager with a strong passion for brand building and business development. Throughout his career, Evangelos has been driven by three key passions: building and developing high-performing teams, solving consumer and customer challenges through innovative solutions, and creating strong brands that deliver lasting value to both consumers and businesses.

Matteo Rinaldi is a Senior Marketing Strategy Consultant and Co-Founder of Human Centric Group, with global experience driving double-digit growth for brands like Danone, Carlsberg, Revlon, PepsiCo, and Visa. Having worked across multiple continents, he specializes in leveraging cultural insights for impactful brand strategies. A passionate educator, Matteo teaches marketing worldwide, shaping future industry leaders. Previously, he worked with L’Oréal and Coca-Cola HBC. He is also a best-selling author in marketing.

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