Insights

How can you balance global brand strategy with local brand relevance?

Posted on 19/02/2024

*By Dr. Constantinos Pantidos

On one side, the brand owner needs to protect and communicate the brand core across the borders, to ensure it conveys the same essence, is recognizable and shares the same distinctive assets.

 But this means that the communication and execution developed centrally could lack cultural fit and consumer relevance in the local markets, and might need to be “localized” to become effective.

Very often, the global strategy platforms don't allow local flexibility in order to leverage local insights and possible local opportunities.

The fundamental role of packaging in building unique consumer experiences

Posted on 27/08/2023

*By Dr. Constantinos Pantidos

Packaging plays a very important role in shaping distinctive consumer experiences. People do not buy products simply to satisfy functional needs. Products and services satisfy powerful emotions.

The real experience takes place in the consumer’s brain, and it is driven by emotion. Experiencing certain products helps us feel better, project certain values, be inspired, feel in control, be more effective etc. In our brain, the characteristics of the products become our personal characteristics.

The creation of icons

Posted on 28/03/2017

*By Dr. Constantinos Pantidos

Despite the fact that much of our behaviour is unconscious, it is not arbitrary. Our dreams have substance, they make sense. Our life choices must be justified, our life must add up. Marketing is all about associations, but for associations to work they must be the right ones.

The value of brands

Posted on 10/01/2017

*By Dr. Constantinos Pantidos

People do not just buy products. Integrating functionality with meaning they create the narratives which are necessary for the expression of our very life forces.

Global brands cross languages and cultures and sell virtually undifferentiated products to millions of us around the world. This is only possible by fulfiling the most universal collective representations, basic dispositions and commonalities of human experience, excluding all fortuitous and individual elements from their narratives.