For Marketers, 'One-Size-Fits-All' Doesn’t Fit in Latin America

The world’s biggest brand marketers are seizing the opportunities that LatAm presents as a booming and emerging digital market, but many of them make the mistake of taking a one-size-fits-all approach to the entire region

Effectively scaling a brand in LatAm requires — at a minimum — a critical understanding of cultural nuances, a keen awareness of differences by country, knowledge of formality of tone of voice, and comprehension of the intricacies of each country’s legalese and history

Localized and even regionalized campaigns have proven successful in influencing LatAm markets, as evidenced by brands including McDonald’s, Coca-Cola and PUMA. Read more...