A global brand building strategy is, in reality, a local plan for every market.

We're also more affected by aspirational signals in an offline world where it is more difficult to "hide" and thus indirectly increases the influence from others.

Rituals build brands.

Word-of-mouth is powerful, trusted, and cheap.

Here in particular the idea of contextual communication - i.e. communicating the right message, at the right time to the right audience - seems to generate an increasing effect on the consumer in a manipulative way.

Consider Brazilian cosmetics brand Natura, which deploys a direct-sales force of more than 718,000. By knocking on doors, it has established a vibrant network of brand supporters.

The U.S. has dominated and continues to dominate the society and thus products and brands activating fear - and subsequently removing fear are selling substantially better than in other countries.