What do you consider when purchasing a product? Perhaps you focus on design, maybe the way it’s advertised draws you in, or perhaps the company's culture plays a part? As globalisation increases competitiveness for companies, the latter could be the difference between a consumer choosing your business over another. So, how can you ensure your company culture appeals to customers across the globe?

By Alison Gardner, account executive and international PRspecialist. 

Think globally

Thanks to the internet, consumers now have access to a much wider choice of products, so businesses need to be creative to remain competitive. Customers valuesuperior customer service and a brand that they connect with over value for money or brand recognition.

Every market across the world is distinct because of culture — which is made up of many elements such as shared values, belief systems or attitudes. These values will change customers’ views and impact the way they interpret a business, marketing campaign or a product itself. Multinational companies should tailor a campaign culturally to target customers in each market, without compromising on the core business message.

Company culture

Before a multinational company creates separate marketing campaigns for each target market, it first needs to establish a strong company culture. Building an internal culture will develop a clear brand message that will remain the same, even when the campaign is tailored to each region.

Consider the customer

Once the company has established its internal culture, it should consider its customers. It should adapt its branding and marketing methods to suit. For example, Coca Cola launched a campaign specifically for the Saudi Arabia market called Change has a taste to celebrate the end of the driving ban for women.

The more a customer connects with a brand, the more likely they are to be loyal to it. At Stone Junction, we have the cultural expertise you need to tailor a multinational campaign for each target market. To find out more about how we can help, get in touch by calling +44 (0)1785 225 416 or e-mail me at 

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