Go BackThe 3 Levels of Global-Local Strategy: How Brands Can Adapt Across Markets
Discovering the local culture – weddings, funerals, shopping and eating
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One of the most fascinating aspects of traveling is diving into the local culture. While weddings and funerals provide profound insights into traditions and local cuisines offer a taste of regional flavors, even everyday interactions with advertising and supermarkets can be unexpectedly illuminating.
The way we shop, eat, and engage with our surroundings is a mirror of our identity and values. These insights are not just anthropological musings; they hold powerful lessons for brands seeking to thrive in diverse markets like Turkey, where global and local dynamics intertwine in unique ways.
René Descartes famously said, “Cogito, ergo sum”—“I think, therefore I am.” In today’s consumer-driven world, we might adapt that to “I shop, therefore I am.” The products people purchase provide a vivid window into their lifestyles, preferences, and aspirations.
Take a stroll through a supermarket, and you’ll uncover surprising details about consumers. A cart filled with fresh produce and artisanal bread might signal a focus on health and wellness, while pre-packaged meals suggest time constraints or a less culinary-inclined lifestyle. The presence of chocolate or indulgent snacks can reveal guilt-soothing habits, often tied to busy parents trying to compensate for limited family time.
Cultural nuances come alive in supermarkets. In southern European countries like Italy, France, and Spain, the fresh produce section is both expansive and prominently placed, signaling a deep cultural connection to fresh, homemade meals. In contrast, U.S. supermarkets prioritize pre-packaged and bulk items, reflecting convenience and scale but also broader dietary habits. Similarly, in Brazil, the prominence of the beer and meat sections reflects the country’s love for social BBQ gatherings: the churrasco. For Turkish brands, understanding such culturally driven consumption habits can unlock opportunities to tailor product offerings and marketing strategies effectively.
Advertising provides another lens into local culture. Even if you don’t speak the language, analyzing the visuals, music, and themes of local ads offers powerful insights. Are families prominently featured, or is the focus on individuality? Is the tone traditional and reflective, or progressive and bold?
Global brands often adapt campaigns to fit these cultural nuances. Unilever’s Dove provides a great example. In India, it launched the “Stop the Beauty Test” campaign to address societal pressures around arranged marriages, while in Western markets, its “Real Beauty” campaign championed body positivity and inclusivity.
Product offerings also adapt to cultural values. McDonald’s, for instance, modifies its menu worldwide. In India, where cows are sacred and vegetarianism is common, the McAloo Tikki—a spiced potato burger—has become a bestseller. In Japan, smaller portions and local flavors like the Teriyaki Burger cater to Japanese tastes. This adaptability ensures McDonald’s remains culturally relevant while maintaining its global identity.
For Turkish businesses, the lesson is clear: cultural alignment isn’t just an option; it’s a competitive necessity. The Turkish market’s blend of tradition and modernity offers unique opportunities for companies to experiment with glocalization strategies.
All around the world brands must choose how much to adapt to local cultures. To do that is necessary to analyze the 3 levels of global-local strategy.
The 3 levels of global-local strategy (gLocal strategy)
From my experience with global brands, there are three tiers of gLocal campaigns. Each comes with distinct objectives, benefits, and challenges. Let’s explore how Coca-Cola has mastered this balance.
Level 1: One message, many languages
In this approach, a single global campaign is translated into local languages with minimal changes. The focus remains on universal product features and functional benefits. Visuals often use ethnically diverse actors and rely on music or on-screen text, to transfer a message in the easiest way.
- Pros: Cost-efficient and ensures a consistent brand image across markets.
- Cons: Risks feeling impersonal or “foreign” to local audiences.
Example: Coca-Cola’s universal commercials often follow this model, using a single creative asset with voiceovers or subtitles in different languages. Like in the example below:
Level 2: Same story, local flavor
This strategy involves creating a single storyboard but tailoring execution to local contexts through local actors and settings. The campaigns leverage universal human insights—like sibling rivalry or family bonds—that resonate globally but feel local.
- Pros: Balances cost-efficiency with local settings.
- Cons: Identifying universally relatable themes can be challenging.
Example: Coca-Cola’s campaign exploring sibling dynamics demonstrated how love surfaces in moments of need, resonating globally while being adapted to local faces and environments.
Level 3: Global Concept, Local Storytelling
This is the most impactful yet resource-intensive approach. It starts with a global idea, such as “celebrating relationships,” but allows local teams to execute based on the country’s unique cultural context.
- Pros: Deep local relevance that fosters stronger emotional connections.
- Cons: Costly and time-consuming to implement.
Example: Coca-Cola’s campaigns celebrating relationships were customized globally. In India, the focus was on family bonds; in the U.S., it explored friendships; in South Africa, it captured high school first loves. In Venezuela, the campaign even highlighted the deep connection between people and their pets.
Conclusion
Success requires more than superficial adaptations. It demands a deep understanding of cultural values, consumption habits, and societal dynamics. Brands that invest in cultural intelligence, like McDonald’s and Coca-Cola, demonstrate the transformative power of glocalization.
For business leaders, the opportunity is immense. By choosing among these 3 levels of global-local strategy, brands can forge stronger connections with consumers, foster loyalty, and unlock growth in an increasingly competitive global landscape. Thus remember, the key to winning in any market is understanding its people—not just what they buy, but why they buy it.
In this video, you can see how Coca-Cola implemented the level 2 for the “Brotherly Love” campaign in different countries
About The Author
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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