It really is a small world after all. Communications have made our globe smaller. With the use of internet and various social media platforms most interactions are done now online in real time. Brands are aware of this fact and act accordingly.
Unlike the past, when Coca Cola, Levi’s and McDonald’s were icons of globalization, today the brands are very different. They aren’t entirely American, but instead very global.
Yet, as Ciaran Murphy puts it: “Even if every city street in the world has a Starbucks, and a McDonalds, an Apple Store and a NikeTown, the advertising will be very different. It has to be.”