Trends Report

We're Not In Kansas Anymore: Building Culturally Relevant Social Brands In Global Growth Markets

April 12th, 2017
With contributors:
Xiaofeng Wang , Charlie Dai , Lily Varon , Michael Barnes , Jeremy Swire , Anna Berman


As mature economies like the US and Western Europe continue to stagnate, their brands gain tremendous upside from tapping into the economic surge in global growth markets like Brazil, China, India, and Mexico. However, the rules of brand-building in mature economies do not always apply to growth markets, which often present myriad unique consumer traits and cultural idiosyncrasies. CMOs of brands in the US and other developed markets can use this report to decode the nuances of brand-building and give their brands a boost in growth markets.

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