Act Global, Think Local - Tools for Global Brands to Engage with Local Culture
Tuesday, November 05, 2019
GABC member Martin Karaffa, Associate Partner at Hofstede Insights, introduces the tools he uses to advise global marketers on communicating across cultures.
Why has a Brazilian brand like Havaianas stuck to a limited product line, but Gen-X driven American footwear brand like Nike diversified so broadly? Why do some markets treat sports cars as fun, but others demand they be expensive and complex? Why do the airlines of some nations talk about the comfort of their flights, and others about the adventure to be found in their destinations? How does a global brand choose an influencer, and how should they expect them to act? These are but a few of the cultural factors which global marketers must manage. Culture affects almost every element of marketing; brand elasticity, channel selection, social media behaviour, length of messages, use of influencers, content creation, and more. That’s why it’s important to have cultural tools which measure differences.
In this event, GABC member Martin Karaffa, Associate Partner at Hofstede Insights, introduces the tools he uses to advise global marketers on communicating across cultures. He brings decades of experience decoding culture for global brands—for agencies such as JWT and BBDO, with global clients as diverse as Ford, Diageo, Pfizer, Citigroup, Nestle, and Daimler. His presentation analyses marketing strategies to engage with cultural difference, and shows how brands can communicate effectively in a culturally diverse world. The evening promises to be thought-provoking not just for marketers, but for anyone who does business internationally. Networking will follow over finger food buffet and one drink of your choice (glass of wine, beer or a non-alcoholic drink) - included in the event entry cost.
For further information, see our website at www.gabc.eu/upcoming-events. Bookings can be made via the online booking tool at https://gabc.eu/upcoming-events/act-global-think-local-tools-for-global-brands-to-engage-with-local-culture-munich/ (please ensure all fields are completed on the booking form before submitting) or by returning a completed registration form to this email address. Please RSVP by the 30th of October, 2019.
Tuesday, 5th of November 2019
Cafe an der Universitaet
Members - €25
Friends - €32
Please note numbers are limited and that German Australian Business Council members will be given priority.