Are You Glocal?: How to Balance Brand Consistency with Community Connection

Customer Experience University - Winning Loyalty & Engagement One Customer at a Time

In this episode, Dr. Joseph Michelli discusses the concept of 'glocalization,' a strategy that combines global brand consistency with local relevancy.

The podcast shares insights from working with Howard Schultz and Starbucks, illustrating the evolution of Starbucks from a uniform store design to a more locally integrated approach. The narrative explores the importance of understanding the architecture, neighborhood, customer base, and competition to create spaces that resonate with the local community.

Listeners will be guided through the steps to ensure their brand remains universally recognized while also uniquely tailored to each market. The episode emphasizes community immersion, celebrating local flair, forming local partnerships, and the importance of selecting talent who understand local cultures. Additionally, it stresses the need to maintain the core consistency of the brand, evaluate and adapt based on community feedback, create localized experiences, and monitor the economic viability of these efforts.

The podcast culminates with reflective questions on how businesses can enhance their glocal approach, encouraging listeners to consider how they can blend branded experience consistency with the right amount of local flavor.

Listeners can obtain a detailed infographic based on this podcast from Joseph's website. Additionally, those wanting guidance on personally engaging everyone they serve can contact him directly.

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