Gone are the days when a brand could emerge in a domestic market and then, when the conditions were just right, launch strategically in new markets with tight control over brand identity and a limited number of communication channels to manage. Nowadays, brands are launching into a global engagement with customer perception from day one, whether you are ready for it or not.
Developing a global brand strategy while living in self-imposed cultural isolation is problematic. When the approach to global branding becomes mono-cultural, it is more difficult to apply in new markets. In not leveraging ground-floor observations from a variety of cultures to assemble an inclusive and authentic brand vision, the approach reinforces a wide-spread skepticism and resentment of American cultural arrogance.