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Toward new city x brand partnerships : how to harness the power of local for your marketing strategy

This may come as a surprise in these times of ever intensifying globalization, but today’s leading global brands are increasingly designing their marketing strategies on a local level and tailoring them to the communities that their customers live in. According to a study by Kantar conducted in 2016 in 44 countries, local brands represent 46% of global consumption and are growing twice as fast as global brands. This situation has convinced global players such as Nike, Lululemon and Uniqlo to increasingly focus their marketing strategies on “localist” consumers and finding new ways to appeal to them, whether by hosting cultural events, informal meet-ups or offering sports training.

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