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New Brand Leadership: Managing at the Intersection of Globalization, Localization and Personalization by Larry Light, Joan Kiddon

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2. Globalization, Localization, Personalization

In the kaleidoscope of chaos

The headline reads:

“We’re going to extremes”

Are we a reflection, of life?

(It’s a) long, long way from here to there

Kaleidoscope of chaos

—Paul Van Dyk1

We Are Already Affected by the Three Forces

Every day, we experience the effects of globalization, localization, and personalization. We buy clothes made in Asia. We see protesters at WTO events. We understand and possibly participate in the farm-to-table movement buying locally produced products. We like the locally brewed beer and the artisans from our own backyards. We read content that is personalized just for our tastes. Messages designed specifically for each of us capture our attention. Multiple times a day ...

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