Can a global brand have a local identity in the community where it operates? What does “local” mean anymore, in our increasingly globalized, interconnected world? What is local, when communities are increasingly being formed online, virtually, where common issues and interests trump geography and physicality? And what are the responsibilities of global brands to local communities?
As someone who has spent the last 20 years as a correspondent in some of the farthest flung corners of the globe, I can tell you these are complex issues, with no easy answers.