Bojana Nenadović is winner of the Mark Awards recognition in the CHIEF MARKETING OFFICERS OF THE YEAR – MULTI COUNTRY category. She talks to CorD about how to tell the local story of a global brand.
How do you tell the local story of a global brand? How important is localization of communication?
For years centralization has been the focus for companies, but recently consumer pressures have made global brands turn to localization and connecting with the demographics of the region in which they are located. People want something close, something they can relate to, and brands want to build relationships with consumers.
Reconciling those two requirements is challenging, especially if you lead large global brands that strive for consistency in communication across all markets. Moreover, if we are looking at markets with different consumer habits, specific tourist seasonality, different holidays, the whole equation becomes even more complex.
All this requires us to have a good understanding of the local context, consumers and their habits. However, localization alone is no longer enough. It is hyper-personalized content that will give you the best results in marketing.
How does one brand influence the culture of a region?
The big question is whether the brand influences the culture of a region or the region influences the brand culture. Personally, I think that global brands can have a greater influence on popular culture, regardless of the region, while local brands certainly borrow more from their local culture and look for inspiration in it, inevitably becoming part of its history over time, marking entire generations or eras.
Who is consumer 3.0 and what do they expect from your brand?
Consumer 3.0 expects the brand he trusts to be current, relevant and share his values. The best marketing for a brand these days isn’t advertising, it’s the action you take. Whether it’s environmental protection, mental health or human rights, the consumer wants their favorite brand to be active.
Consumer 3.0 wants to be able to reach his brand easily and quickly, whether he is shopping online or in a physical store. Its quality must be unquestionable and consistent at all times, but that is why the experience must be new and exciting again and again. Brands must be part of the most beautiful experiences and memories of consumers, and find their place in it.
The brand must also be active on all communication channels. It is very important that the brand hears and responds, so forget about automated messages on social networks. Personalize the content. Co-create your next campaign with consumers, that’s how you get the best brand ambassadors!
What does the Mark Awards recognition mean to you and how will it affect your further career?
The mere nomination among such professionals is a great recognition, and an award in itself. It only makes me even stronger in my conviction that what we are doing makes sense and that it is noticed outside the framework of the company itself and the achievement of its business goals.
The prestigious award brings with it a sense of prestige and responsibility. The responsibility to be REMARKABLE in the years to come.