Brand Purpose Brand Strategy Consumer Behavior

The Drum’s Globalization Deep Dive: how marketers can achieve growth across the world


By Kenneth Hein, US Editor

October 10, 2022 | 3 min read

Our latest Deep Dive, in which we explore how brands can win on the global stage during one of the trickiest moments in history, is now live. Here’s what you need to know...


What on Earth are global marketers supposed to do now? We explain...

Our world has simply become more connected – yet more fragmented – than ever before. Of course, there’s nothing simple about that. Evolving channels of communication, rapidly changing consumer behaviors and the great unknowns (be they sociological, psychological or physical) are making global marketers’ jobs more than challenging.

Still, the opportunities for companies to reach markets, both mass and niche, are seemingly endless. And, that magical word ’growth’ is imminently achievable for the many who successfully navigate the today’s complexities.

To help you navigate it all, The Drum dives deep into what global marketers, and their partners, need to be doing to succeed on a global level. All week long, we will share in the successes, and failures, brands are experiencing in the post-lockdown world. We will also provide tangible solutions, insights and inspiration for global growth.

Topics we’ll be looking at this week include:

  • Coca-Cola’s ‘Real Magic’ turns one: is this global philosophy yielding local results?

  • How Aldi has taken a quirky German discount brand and made it an American (and global) phenomenon.

  • A topic that comes up again and again: how to maintain reputational balance amid a constant flurry of crises.

  • Global fines, privacy laws and other movements that will define ad targeting in 2023. (Good luck sleeping after this one.)

  • The unseen impact of immigration laws on agency hiring.

  • What we can learn from India where CMOs are more bullish than ever.

  • Where the metaverse actually lives in global marketing plans.

  • How to avoid making global brand campaigns bland campaigns.

  • And, for a little fun, 10 of the worst marketing gaffes in the history of the world.

Of course, there is a lot more than that including: why centers of excellence never work, line extensions you didn’t know existed and why global impact is more important than brand purpose. So, stay dialed into the latest news, insight and inspiration at The Drum’s dedicated Globalization Deep Dive hub. We’ll do our best to make your (marketing) world domination plans a reality.

For more on what marketers and their partners need to do to succeed on a global level, check out The Drum’s Globalization Deep Dive.

Brand Purpose Brand Strategy Consumer Behavior

More from Brand Purpose

View all


Industry insights

View all
Add your own content +