LocaLAZYation is not Global Marketing! | E66 with Greg Landon

Blame it on Marketing ™

In this episode, Emma, Ruta, and Greg Landon take on the rollercoaster that is global marketing. Think juggling time zones, dodging cultural landmines, and realizing pretty quickly that a one-size-fits-all strategy is a no-go. They chat about how to tailor your messaging for different markets, why just translating your English tagline won’t cut it, and the massive importance of local market research (hint: you can’t just wing it). Greg spills some behind-the-scenes stories, like how Starbucks tiptoed into Italy’s hardcore coffee culture and actually made it work. If you're ready to take your brand worldwide (without falling on your face), this episode’s for you.
Takeaways:

• Lost in Translation? Directly translating your marketing materials is a recipe for disaster. Localization is key.
• Know Your Audience: Each market is unique—do the legwork and adapt your strategy to the local culture.
• HQ Doesn’t Know Everything: Letting one office call the shots for global markets? That’s asking for trouble.
• Virtual Boots on the Ground: You don’t need a full team in every country, but you need local insights.
• Global ≠ Copy-Paste: What works in the US might bomb in France—don’t assume success translates across borders.

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