Is Brexit the catalyst to refocus marketing from global to local?
The global swing toward nationalism, says Damian Pincus, means that while global brands have a place, they need to reposition themselves to custom fit each market or risk being beaten out by local brands.
To me, the vote from the English people is a clear vote for nationalism – it certainly seems like a vote for disintegration not integration. And this is a pattern I’m seeing more and more.
The fact that Australians voted for more Independent parties in this election, a 6% swing on the last election supports this, as does the rise of Donald Trump promising to “Make America Great Again”. The premise for these changes is simple: who doesn’t want their country to be great?
This is a clear signal for CEOs and marketers that consumers want companies and brands that feel local not global. That are investing in local initiatives, sourcing locally and helping local communities come together and feel like they are helping drive our nation forward and improving our lives.
