If you thought the future was going to be elegantly and efficiently connected for international brand builders, think again: it's the age of hyper diversification. Danone Mexico and DLR joined forces to leverage, rather than tame cultural friction.
Global brands are increasingly facing the challenge of gaining relevance in local cultures. While a ‘glocal’ approach seems the natural way to go, in reality, mapping local regions and developing a strategic approach for each while maintaining a unified brand essence is seldom easy. In this joint presentation between Unilever and De la Riva Group, we'll share the two major breakthroughs of our project Ethno-Food Truck, a culinary roadtrip across Mexico to understand regional differences in food culture. We will look into the relation between information quality and recruitment technique: how a more organic approach to participants’ promotes more profound answers; and the advantages of allowing our clients real-time access to the results so as to favour results application over mere exhibition.
Global brands are increasingly facing the challenge of gaining relevance in local cultures. While a glocal approach seems the natural way to go, in reality, mapping local regions and developing a strategic approach for each while maintaining a unified brand essence is seldom easy. In this joint presentation between Unilever and De la Riva Group, we'll share the two major breakthroughs of our project Ethno-Food Truck, a culinary roadtrip across Mexico to understand regional differences in food culture. We will look into the relation between information quality and recruitment technique: how a more organic approach to participants promotes more profound answers; and the advantages of allowing our clients real-time access to the results so as to favour results application over mere exhibition.