However, this reality often clashes with the objectives of global marketing departments aiming to establish a uniform brand identity in a diverse world. The challenge lies in finding a balance between maintaining brand consistency across different regions and cultures while also fostering authentic engagement with local audiences. It requires a nuanced approach that acknowledges and respects the unique perspectives and preferences of each market segment.

Household brands like Apple, Nike, and Toyota flourished in an era when TV advertising reigned supreme. Social media didn't exist, and everyone tuned in to watch television on Sunday nights.

Today’s marketing managers face the challenge of achieving more with fewer resources. They have diminished human resources and tighter budgets, yet they are under pressure to demonstrate return on investment (ROI).

This dynamic is cyclical in nature. At times, global brand managers isolate themselves, asserting that we are all essentially the same (even in the era of personalisation), and craft content that revolves around their own narratives. While some of this content may touch upon the benefits of the brand, it serves as a platform for self-promotion.

This behaviour is a common frustration observed in social interactions – the lack of genuine engagement and dialogue. When individuals or brands prioritise themselves without considering the interests or needs of others, it inevitably results in disconnection and disinterest.

The evolution of marketing from traditional media like TV to the complex landscape of social media and digital platforms has compelled brands to adapt. However, the challenge lies in striking a balance between showcasing brand identity and actively engaging with their audience.

In today's interconnected world, authenticity and transparency are paramount. Consumers are discerning and expect brands not only to deliver quality products or services but also to embody values and engage authentically with their audience.

The solution? Genuine engagement. Just like in real life, connections thrive on conversation. The shift to digital demands a change. Brands need to balance showcasing their identity with actively engaging their audience.

Successful brands understand this. They build relationships through two-way communication - asking questions, listening, and adapting. In today's world, consumers crave authenticity. They want brands with values that connect with them, not just sell to them.

The challenge is real, but the goal remains the same: build meaningful connections. By prioritising genuine engagement, marketing managers can win over their audience.