Taste vs. Values: Effective, Authentic, and Nuanced Hyperlocalization in the Digital Marketing Era
Despite trends in globalization and the emergence of a global consumer culture, brands recognize the necessity of localizing their marketing efforts to effectively reach a wider consumer base. This evolution has created tension between developing global branding strategies and the increasingly precise localization efforts to narrower marketing segments – Hyperlocalization. This chapter explores ways in which brands have misstepped in their hyperlocalization efforts, often at the expense of perceived brand authenticity. We suggest a more nuanced view of the concept of hyperlocalization that would allow brands to leverage their authenticity to compatible market segments in a more safe and effective manner.
KeywordsBrand authenticity Hyperlocalization Hyper-localization Localization Localization strategy
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