Let's face it.
We have all done it: Cited a revered "global" brand in a presentation or a design meeting to make a point and, at the same time, sound more worldly and intelligent.
Those brands we most frequently banter about are Apple (iPod), Coca-Cola, Starbucks, and McDonald's. You can't seem to avoid any one of these (worse still, all four!) in a client presentation these days. The rationale for constantly referencing these brand beacons is that—and I quote from many occasions—"they are always the same no matter where you go in the world."
Really? Not from my experience! While it is easy to admire these brands and their unparalleled market success, their local versions are not as uniform as you might believe, particularly when it comes to their packaging. In fact, what makes these brands so wildly successful globally is their ability to master market nuances locally.
Launching, growing, and sustaining a worldwide mega-brand such as these best-in-class examples is a major undertaking. It's fraught with logistical, legal, and cultural complications. Brands that have managed to negotiate subtle market differences and adapt (quickly) are the ones that, on the surface, appear to be "the same." Why? Because there are enough visual cues on their packaging to reassure a consumer in a market away from home that this is still the original product, and it's also safe to purchase or consume. However, if you compare a product's packaging from one country to the next, you would be amazed at the slight—but important—differences.
The world's growing political, religious, and cultural fragmentations are requiring more and more "global" brands to employ a "glocal" approach to their packaging design. The minor differences in packaging could be anything, from the package size to a change in materials used to regionalized graphics. In other words, these brands think locally while acting globally.
The key to "glocal" success is embracing local cultural differences while also maintaining existing brand values and equities. Coke has been executing this concept for years.
Take a look at the two accompanying images. On the left, Coke celebrates life in Buenos Aires, Argentina, with a festival of colorful shapes seemingly shooting out of the bottle.
On the right, the brand gives a nod to Chinese culture through localized photography in Shanghai. Yet, both cans retain the classic "Coca-Cola red" and the familiar red-and-white color scheme that consumers worldwide so readily associate with Coke.
Admittedly, the speed and reach of today's communications media are making the world feel smaller and more connected. However, most consumers feel comfortable with a product that reinforces local ties even as it expands their horizons. A brand's ability to "glocalize" its packaging can help consumers travel the world from the comfort of their own back yards.
By Dyfed "Fred" Richards, Executive Creative Director, North America, Interbrand
