Global brand appeal

I’ve been away for a few weeks, hence the lack of activity and rather late up and coming podcasts still in post production!

I had a chance to visit Malaysia and Singapore, both different but neighbours.
I remember visiting Singapore, probably about 20 years ago as a teen and the memories of its cleanliness and crispness were reconfirmed.

However, this time I really noticed some how mainly Western brands have come to dominate the skyline and super flashy malls.

From a business perspective I wondered how these now global brands have managed to, ‘pull off’ such an attraction. The same faces / models pose all the way from a local shop in London to dedicated flagship stores in downtown Singapore.
Does this mean that being both local and global is simply another strap line?

It reminded me of the Holiday Inn scenario once taught to me.
You can apply this to any organisation that has a giant world-wide presence.
Imagine waking up in a Holiday Inn. How long would it take before you realised that you are now in another country?
Phoning reception will not give you any clues. If you stay at an Airport based one, it maybe even more difficult to trace or discover where you are? Mult-lingual staff and menus will not help either!
Ultimately, you will have to exit the hotel and talk to some of the locals or even call for a cab before you can determine your exact location in the world!

A more cynical perspective maybe to consider that Global brands are truly the way to go! Obviously, pop Stars and food chains simply make greater money the more they promote themselves as lifestyle normality. Therefore, the rich get richer and the poor get poorer.

Maybe todays global brands / multinationals can be compared to yesterday’s colonial powers.


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