Many B2B marketers favor approaches that keep the need for local adaptations and other changes to a minimum, especially when it comes to their branding.
"When it comes to the brand, we focus on global consistency over local adaption. We only adjust how we communicate about our brand if it’s really necessary or legally required. Otherwise, we stay true to the global brand,” said Klaus Sejr Madsen, international marketing director, Brüel & Kjær, HBK.
“With regards to brand treatment globally, the brand is the brand,” stated Adam Sidders, marketing communications director for Cummins. “We don’t allow a lot of flexibility, except in a few cases where local or regional influences are very significant.”
Madsen’s and Sidders’ declarations reflect most opinions related to high-level expressions of corporate brands. But that doesn’t mean global companies want to be inflexible as they consider how to be relevant and compelling in different geographic regions. They just go about it in different ways.