What kind of strategy should brands follow in the age of Trump and Brexit? Should they take note and subtly imitate emerging nationalisms in most world markets or should they just modify somewhat standardized, mainstream, liberal, cosmopolitan messaging present in so many of today’s brand communications?
There might be a cunning, alternative option as a substitute to these sometimes polarizing strategies. While global culture becomes homogenised (or rejected) and national culture is increasingly becoming associated with right-wing populism, nativism and narrow nationalism, LOCALISM – sometimes HYPER localism has emerged as an important source of identity. After all, people socialize, interact and create relationships and meaning in their local environment, around their neighbourhood, towns and region. This hasn’t changed with the onset of globalization. In fact, it has intensified

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