You probably understand the title of this article if you are a Christian. If you are not, you probably do not. That is how important frame-of-reference is in communication. Humans internalize communications within their frame-of-reference and experience. If communication is conceived outside of that, it often is either misunderstood or not understood at all. Yet, today in marketing, communication mostly is conceived by a small minority for a vast majority of recipients. Recipients will either understand such communication, which means that it will achieve its core objectives to sell or persuade, or they will not understand it, resulting in marketers standing little chance of achieving their objectives. The opportunity cost of marketing therefore is huge: there often is only one chance to convince a market. Despite years of talking about globalization, real global brands with significant market shares all around the world are few. In many places, notably Europe, Latin America, and South East Asia, local brands still do well in many fast-moving consumer goods categories. The implication has to be that many of these brands satisfy local needs, hence retain their local strengths. The global brands that have been dramatically successful mainly stem from the United States of America, Japan or selected European countries such as the United Kingdom, Germany, Ftance, or Italy. Whereas the United States and Japan, tend to dominate with mass global brands including McDonalds, Coca-Cola, Pepsi, Mlcrosoit, Sony, and Toyota, Europe tends to dominate the specialist areas of chemicals, pharrnaceuticals, fashion, food, wine, tourism, and luxury goods.
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