Day in and day out, successful companies with reputable brands attract more devoted customers, moving them to expand both regionally and globally. Companies like Chick-fil-a, who open nearly 10 new restaurants every month, have developed their brand from the ground up. What were once just local hotspots have now become powerhouses in the food service industry, growing rapidly across the U.S. With this growth into new marketplaces come diversified needs of the target market, along with a message more adapted to those needs.
This is where the “glocal” challenge enters.
With the emergence of new multi-channel marketing tools, such as social media and mobile applications, can global brands maintain their brand integrity while allowing for local marketers to have autonomy over the message?
The challenge between corporate marketing and local marketing is inherent; corporate marketing acts as the branding police against local marketers who seek to change the messaging to support local sales needs. This battle over the message drains productivity and even affects bottom line profitability. With cost and time always a factor, who wants to deal with such issues as marketing collaboration across multiple channels?
Your company’s brand should be consistent in every touch-point.
Online print procurement through an application like Web2Print gives your employees the freedom to make approved copy or image changes, while you protect your brand’s image and reputation before anything goes to print. Plus, this is a great way to forge stronger connections between your marketing and sales team!
