Why Global Brand Positioning Needs a Psychology-Led Approach
I remember sitting in a conference room in Tokyo, watching a Western brand's launch video for the third time. The room was silent. The local marketing team looked uncomfortable. The video was clever, funny even, in English. But the cultural cues were all wrong. The humor fell flat. The metaphors didn't translate. That was the moment I understood that global brand positioning is not just about language adaptation. It goes much deeper. Brands that succeed across borders do no