5 Ways to Find the Balance for Marketing CPG Brands

The competitive area struggles with the think globally, act locally approach

Consumer-packaged goods brands have a particularly competitive local market to deal with. Getty Images

Think globally, act locally. It’s a decades-old rallying cry that is not often executed effectively. Attempts to implement this overarching management idea as a brand strategy can either be too rigid or too flexible. Not striking the proper balance can lead to brand inconsistency and regional irrelevancy.

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Chris Lowery is president and CEO of Chase Design Group.
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