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It is no longer just a conflict between globalization and localization. Now there is the added force of targeted, micro personalization. People want and expect branded experiences that are highly personalized. This addition of personal differentiation introduces a third dimension and a major complexity to the global-local tension.

The colliding forces of increased globalization, localization, and personalization present a challenge for global brands and the organizations that own them: how to manage brands in the midst of these three simultaneous forces. With the amazing surge in technology, consumers appreciate 1) the efficiency and familiarity benefits of globalization, 2) brands that reflect and respect local differences, and 3) the personalization of products and services.

Global brand management needs a new approach for “managing to win” across geography and time. The old-think global brand marketing approaches must be replaced by a twenty-first century mind-set and discipline that reflects these current issues.

Global brands need a way of handling these dynamics while needing the organizational structure to leverage the opportunities that are present.

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