The phrase “Think global, act local” was first coined in the context of environmental challenges, but has taken on a much wider meaning in recent years. The desire by multi-national corporations and their marketing teams to drive a consistent brand, packaging and design across markets and geographies is clear. This strategy enables companies to quickly roll-out from one market to another, providing speed to market, manufacturing scale and marketing efficiencies.
However, in-market experience has shown that while having a “one look” global design is effective, it can be quite difficult to execute in practice. This approach falls short many times in local market context where the retail environment is different and consumers might have different traditions, behaviors and preferences.