#Cultural Impact – The New Challenge for Global Brands and How to Master it

Alessandra Cotugno and Dr Sue Mizera

This report explains the challenge for global brands of creating cultural impact and provides seven best practices for brands to become a global icon whilst retaining strong local relevance.
  • The Cultural Relevance Index was used to help understand how culturally relevant a brand is and the Imagery-Consistency Index was used to measure how similar or dissimilar a brand's imagery is across different markets.
  • The research found that Local brands can and do exist in the same ranks with global brands and those that are successful, succeed predominantly on cultural relevance.
  • Culturally relevant brands are associated with being more original, innovative and visionary than other international brands, though the vast majority of brands adopt a mixed, and undefined, approach - meaning they fail to achieve cultural significance....

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands