Kelli Frias uses this slideshow presentation to provide a bite sized look at her latest blog post, called "Going Local". Using David Krajicek's "The Gentle Art of Crossing Borders" as a source, Frias tackles the issue that brands face concerning the acquisition of local trust and flavor. As the world grows more interconnected, brand grow ever larger, and before long they cross national borders. Think of how easy it is to find a McDonald's or a Coca-Cola, for example. However, big brands may soon lose out to local businesses, who thrive on local flavors and experiences that people really want. View this presentation to learn about the hurdles these brands must face, and the ways marketers can overcome them. Then, read the original blog post at http://kellifrias.com!

1. LOCALLY GLOBAL
By Kelli Frias

2. A GIFT OF THE DIGITAL
REVOLUTION
Brands follow us
Successful marketing knows what consumers want
Makes consumers comfortable in new places
We love familiarity

3. A PROBLEM WITH THOSE
BORDERS
David Krajicek addressed those issues in AMA
The internet promotes illusion of uniformity of ideas and
tastes
“Borderless society”
Idealized homogeneity

4. BORDER PROBLEMS
There is a modicum of truth to that
Many brands- McDonald’s, Google, etc. have gone
international
Many of these brands, however, neglect local flavors

5. THE IMPORTANCE OF
GLOBAL FLAVORS
Locality has become a marketing advantage
Allows smaller guys to compete with larger brands
Locality = Authenticity
Connection to culturally aware consumer

6. Brands breed familiarity as they grow
Definite point of Marginal Return…
… people will inevitably want something uniquely culturally
familiar

7. Enter idea of localized search results
Or fast food menus reflective of local cuisine
However, its still under a single corporate umbrella

8. Brands should keep customers as they travel
But they shouldn’t ignore cultural sensibilities
They have to find a balance

9. FINDING THE BALANCE
Requires some serious work on the marketing side
Invest in good R&D
Get the language right
Tap into a cultural ethos with advertising

10. EXAMPLES
Here are some companies that have tailored to the local
market….
Starbucks
Buick
BMW

11. Thanks for viewing!