Summary
Global brands often stumble not because of poor execution but because they misread local pushback as a tactical issue rather than a legitimacy gap. When entering new markets, companies usually assume their successful global positioning will translate immediately, but local customers assess credibility and intent before engaging with the message. Silence or slow uptake is often evaluation, not rejection, and aggressive messaging can create friction if the market hasn’t yet granted trust. Slowing down, listening to stakeholders, and aligning global strategy with local expectations helps brands earn legitimacy. Success in local markets requires humility, patience, and thoughtful engagement, not just louder communication.
Entrepreneur
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