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Space Doctors – 4 March 2021

Our interconnected world, in which brands need to appeal to several regions simultaneously, has made local translation of values, core concepts and brand positionings trickier than ever. This can be particularly difficult when the cultural context of a new market varies greatly from that of the brand’s origins or where the category holds added cultural complexity – for example the translation of European Luxury for Asian markets. But innovative partnerships and new methods of achieving and maintaining cultural relevance can help. In this piece we examine how brands such as Hermes, Fenty Beauty and Moncler are working collaboratively with local creatives and innovators to develop focused strategies and activations which connect authentically within Asian consumers as well as the brand’s rooted values and identity.


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