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Global Brands Find Success by Going ‘Glocal’

By BLUE Software

To compete and win, especially on a global scale, retailers must harmonize brand messaging across all shopper channels and communicate with their consumers at the retail shelf, while continually meeting ever-changing consumer demands. They must also find cost-effective ways to sync product packaging processes across many global markets.

While many retailers have been successful at regional harmonization, global harmonization successes tend to be few and far between. More often than not, this is because a best practice or process that works well in one region creates human change management challenges in others – or raises other issues that didn’t even exist before. As a result, innovative manufacturers are looking for systems that allow them to create business processes that are “glocal” – global in nature, but accommodating for local regulatory, legal and marketing dynamics and conditions.

As BLUE has observed in working closely with manufacturers across the world, the key characteristics of “glocal” companies are flexibility and agility, which enable them to:

  • Leverage relevant artwork management analytics and KPIs and the ability to measure processes across the globe
  • Harmonize brand messaging to create meaning when looking at one brand versus another, one region over another region, a new product versus an existing one, or a small change compared to a large one

Read more about “going glocal” and other worldwide trends BLUE Software uncovered when asking manufacturing customers to name their chief concerns about product packaging in our new e-book: Six Worldwide Trends Threatening Product Packaging Strategies.

Download Six Worldwide Trends Threatening Your Product Packaging Strategies