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Global vs. Local

October 3, 2012

(Picture credits go to The Guardian

Before and after shots of the offending pages)

I read this article today about how Ikea is getting grief in its home market of Sweden for a decision to airbrush women out of its latest catalogue in Saudi Arabia.

Leaving aside the wider questions of women’s rights, gender equality, and why the brand took this decision – all massive topics in their own right – the thing I’ve found interesting is how a brand that is tailoring content for the local market (albeit in an incendiary way) and being criticised for it as it doesn’t fit with the home market’s values.

Is this something that we’ll see more of in coming years?  A swing back to globalisation of brands and campaigns rather than tailoring content and expression to different markets?

The internet has a lot to answer for again – who would have spotted this otherwise?

3 Comments leave one →
  1. October 3, 2012 1:05 pm

    Reblogged this on Good stories aren't when a dog bites a man, it is when a man bites a dog. and commented:
    This is very interesting.

  2. October 3, 2012 2:08 pm

    Interesting way of looking at it! It certainly does make me wonder if one day in the near future, all marketing will have to be “international-market” oriented. Quite a challenge that would pose!

    • October 4, 2012 7:34 am

      Thank you for the comment 🙂 I wonder if it is cyclical – the swing from international to local and back again – but the ways in which content from different countries can be spread internationally might mean that brands need to be more consistent overall?

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