In a world where borders are disappearing, brands must constantly reinvent themselves to speak to consumers from all four corners of the globe 🌍 But how can you remain consistent while adapting to local specificities? The answer is not simple! International communication is a real balancing act, and communicators are more than ever at the center of this dynamic. So, what are the main challenges to overcome and how can you excel in this demanding discipline? Focus on the best practices to adopt to establish yourself everywhere, while respecting local expectations. 1. A global brand identity, a local adaptation Establishing yourself internationally requires preserving the brand's DNA, while adapting your message and actions to the realities of the local market. The big challenge? Finding the perfect balance between global consistency and local relevance. Hofstede's theory of cultural dimensions provides a…
The challenges of international communication: strategies and best practices
