3 Approaches for Making your Brand Relevant on a Local Level

3 Actions for Acing Localization

When it comes to comparing local mom and pop shops to big-name national brands, there is an accepted consumer belief that local is almost always better. But, the truth is, any brand can master the art of localization.

Bob Kraut, Former SVP, Global CMO, Papa John’s International
Bob Kraut, Former SVP, Global CMO, Papa John’s International
When it comes to big national brands that I have worked on, local marketing has sometimes been viewed as somewhat secondary to the national marketing effort. However, almost all national brands start as local brands and are built locally. Elementally, all retail is local – especially in the pizza business (where I worked). People want to patronize their local pizza place. This “local is better” belief is something that even…