Global branding strategy – can you customise for each country?

In my SpicyIP post last Monday, I had a look at McDonalds recent refocus away from children in India and briefly analysed whether a country-specific (and cohort specific) branding and IP Strategy would work.

What do you think – can a combination of country-specific and cohort branding work or do the number of variables just become too large?

(Isn’t this the age of mass-customisation?)

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