Finding the Local Communication Formula

A reoccurring problem amongst global brands is that they will use the same slogans and marketing strategies across all territories. While this may save on rebranding expenses, it means that every brand runs the risk of not connecting with the territory’s audience.
But, by modifying your marketing to account for culture and cultural concerns, you can strengthen your brand (and your sales).

Is it better to be traditional or inventive?
Professional or casual?
Direct or use a soft touch?

Because what works in one region may cause a failure in another.
International brand KFC was aware of this possibility, so when they prepared “Always Original” as their new campaign slogan for 2016, they wanted to make sure it would reach the Turkish audience.
The slogan refers to KFC’s ‘original recipe’ and how important it is to the individual to be original. But while young Turkish fast food customers enjoy the original recipe as much as anyone else in the world, does the slogan reach them? Is originality something to be chased among the Turkish youth?