Manoj Pillai

Global Brand

This is a very interesting read for everyone who wants to build a brand both local and global.
Mr. Hollis shows us how the most successful global companies are those that have found a balance between their desire to achieve economies of scale, and their willingness to adapt their products to local cultures, tastes and habits.

He gives us the successful example of McDonald’s, a brand positioned as “fast, low cost food” in the US, but considered more upscale in other countries by people who identify themselves with the West and the American way of life. These differences have prompted the addition of value added services like home delivery, and the creation of concepts like McCafe.