Know-How Exchange : Advertising/PR

It all depends. I suggest both.

For example; a plastic toy should recieve standarization. But an IT networking provider needs to think about local issues.

Short and sweet answer, but it speaks volumes.

I hope this helps!

Hi krisshna,

I agree with Jett, it does depend, but lacking any further information you should probably do both. Which raises the question do you split your budget 50/50? Again it depends, but I think your answer will come out of your branding strategy. JBTron gave you the short version with: Think Globally – Act Locally. Many marketers live by this mantra.

I’m reminded of the Band-Aid brand of first aid products. Band-Aid's brand is based on the Caregiver Archetype. Since every culture has an understanding of a Caregiver, branding both globally and locally can to based on the same core archetype strategy with perhaps only minor variations to match unique local market characteristics. So if you have a universally understanding archetype brand, your marketing communications should be much easier regardless of geography.

Hope this helps,

- Steve