At The Das Media Group, we are already creating content that has to resonate both globally with #gogetters and locally with go-getters. On this subject, I would advise my teams to create for the local level because content has to connect locally first. As long as global brand standards are maintained, I think that's enough.

Harmonizing global guidelines with local insights starts with recognizing that both perspectives are valuable and having strong uniqueness that complement each other. To create alignment, first, establish open dialogue, listening to local teams ensures their cultural nuances and market expertise are respected. Then, emphasize flexibility by allowing for localized adaptations while maintaining core brand integrity. Showcase examples of successful global-local collaborations to build confidence and demonstrate that balance is achievable. Ultimately, fostering a culture of collaboration and shared purpose will ensure everyone feels invested in the brand’s unified vision while respecting local dynamics. Embrace “GLOCAL” in everything we do.

To align local teams with global brand guidelines, start by engaging them in the conversation. Schedule collaborative workshops where local teams can express their concerns and provide insights on cultural nuances. Emphasize the importance of the global brand's vision while highlighting how local adaptations can enhance authenticity. Offer flexibility within the guidelines to allow for regional creativity. Provide support and resources for implementation, and showcase successful local examples that align with the global framework to inspire buy-in.

I would take a collaborative and adaptive approach: ??Organize a global brand summit, bringing together reps from all regions to discuss challenges and share local market insights. ??Implement a tiered guideline: core non-negotiable elements, flexible elements, and locally customizable aspects. This provides structure while allowing for adaptations. ??Establish a cross-functional brand council with rotating regional reps to regularly review and update guidelines. ??Create a showcase of successful global-local brand executions, highlighting increased market performance and brand consistency. ??Develop a training program on guidelines, emphasizing both the 'why' behind global standards and techniques for effective local implementation.

Whenever there is push back - not matter what the nature of the push back is, it's crucial to make all teams feel HEARD. Easier said than done, but don't dismiss the push back. Instead create an environment that welcomes it and listen to all sides. Ask more questions and get deeper in your curiosity around why there is resistance. Once you know clearly the 'why' of it you can begin to present data informed suggestions or examples of why the brand is going this direction and why alignment is critical.