PiNG! Connecting with Your Consumer - Flipbook - Page 30
PiNG!
CHAPTER 1
PiNG!
CHAPTER 1
Interpreting Global Dynamics on Shelf
Cultural Dynamics
Influence
Global Marketspaces
Understanding the influence of global drivers.
Culture determines the food people eat, their standards and habits
around beauty, their values and their shopping patterns, among
other things.
Most retail channels exist in most markets. Yet, depending on culture, they compete with substantially different levels of influence.
Stores that compete in specific channels can also be very different
on a country-by-country basis.
Successful brands understand global retailers and their unique instore experiences. They use that understanding to PiNG their consumers in a relevant way at each layer. These brands understand
how retail environments differ in ways that have a huge impact on
the attributes of their brands, as well as how consumer interaction
with brands varies across countries.
Which of your brand elements
are relevant on a global basis?
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