The world glocal comes from the Japanese word “Dochakuka” which means global localization. It originally referred to a way of adapting farming techniques from the outside world that would suit local conditions. In time, Dochakuka found a place in the marketing world when Japanese businessmen adopted it in the 1980s.

The mantra for most companies which have global aspirations has come to be defined by the term “Think global, act local”. If you as a brand have products in major markets and a few micro ones and are perceived as a world leader, then you are seen to be universal in the eyes of your consumers, else you are simply an aspirer. Acknowledge this state of yours and realize that there are no ladders to the second floor. The implication being that you must understand that a global future can only be achieved through success on the local front.

Even if you’re already competing globally, it is time for evolution and it’s time to adopt the Glocal attitude and here’s why you should consider the strengths and vulnerabilities of global branding today and the adaptation of a whole new mantra for tomorrow.

In terms of strengths, a successful global brand strives to be unique, meaningful and endearing to their target audience in all current and future markets. The right kind of distinction will help in the establishment of a powerful global setup which can adapt itself to local needs and cravings and thereby resulting in a very powerful localized message. As the world continues to shrink, a consistent global foundation will help your customers find you wherever you are in the world.

A brand can maximize its opportunity for business in every locality by tailoring its message to suit the need of the local audience.

Knowledge exchange – The presence of global brand management system helps your business to expand its reach and provide you with access to the best brand experts the world over. New locations can be used as test markets for ideas and programs. Brand managers will assess how products across the world over and transfer this data to their own territory in order to maximize productivity. When you have a global brand management system, the number of people who have an intimate knowledge of how your product works increases exponentially. This leads to more feedback and more ideas.

Like anything else in the world, there is a grey cloud to this too. Too many important brand decisions risk becoming a committee act, all this in the spirit of thinking as a group, collaboration and satisfying all involved. Over the years, brand management success has been due to the presence of an owner whose voice carries more weight than that of the others. This person makes those hard calls which could either blow up in your face or provide a step ladder to the upper echelons.

In the global management system that is being employed, it is important to ensure distinctiveness. Every voice shouldn’t be treated the same. There needs to be a clear division of what is global and who the ultimate global decision maker is. Also identify those decisions which will most appropriately be made at a local level. This process can be speeded up by identifying the wants (results) and needs (factors) both globally and locally.

When employing a global strategy, it is important to understand that statements can have different meanings for different people even if they share a common primary language. The assertion being that it is important to get every nuance clarified. Subtleties, however tedious are essential in ensuring that the customer is informed of your message no matter where they reside.

What is the right balance then?

Maximize on the clarity of purpose that is achieved through glocal networking and watch out to ensure no miscommunications occur. This will contribute to the success of local and global brands.