The fact is that human preferences cannot be the same everywhere. Right now, we are witnessing the first phase in a long adjustment process that will take decades to achieve, one that will see people's needs and behaviors becoming alike across demographic boundaries. The dream of a truly global brand could yet become a reality. The Internet has made worldwide brand building easier. But don't let this fool you.
Net users are human beings.
They don't suddenly adopt a worldwide preference by upgrading to version 2.0. Cultural change is needed to achieve this, and that takes time. The Internet may just offer us a chance to telescope that time, bringing global brand building closer than we thought. Martin Lindstrom is recognized as one of the world's primary online branding gurus. Voice your opinion.