Lesson? Even for a big successful company like P&G, what you think is being ‘local’ may not be local at all. You need to understand the culture of the audience in both substance and form. We usually think of ‘localizing’ in terms of the product or service – e.g., the package, size, colors, consistency, other features/functions. How often do we consider how we convey the message? How we engage them? How do we get them involved? This is an important part of being a global organization and I thnk one that is often, and easily, neglected. So, learn from others’ mistakes and apply! And be humble, if the big guys make mistakes, have failures, we all do – live and learn!
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