Yet we are also decidedly hyperlocal. This very Monday, Ira needs to race from a session with our publisher to a school board meeting in the Connecticut town where he lives and where two of his children attend the public schools. Marian has a date with her university alumni club penciled in for this week too, because that's the community that has been one of the most important to her over the last decade. Ira too belongs to a number of committees mainly ones that do outreach involving the advertising community. It seems to us that achieving a balance between the global and the hyperlocal will be of increasing importance to both people and brands in the years ahead.
Hyperlocal ties help people partition the world into manageable chunks.
I might not know how to solve the problems that will arise from Europe's new single currency, but I can create a workable budget for my homeowners' association or chess club. For brands, the push and pull of the global and hyperlocal continuum is somewhat different. Aided by their embrace of new technologies which keep them plugged into world events and points of view new consumers are beginning to develop a global outlook that infuses the way they think, act, and buy. A brand can invent desire in Milan using the same triggers that it uses to invent desire in Miami or Memphis or Melbourne, Australia. Transnational commerce is leading, in turn, toward the media globalization of MTV, CNN, Sony, and the magazines in the Cond Nast empire.