Global brands are huge, partly because they’re brands that operate on a worldwide scale and also because they make a huge impression on modern day culture.

If you think, you’ll probably be able to name quite a few global brands off the top of your head - and you might even have passed a number of them on the way to work this morning.

The likes of Starbucks, McDonald’s, Coca-Cola and Disney are all some of the biggest brands on the planet who operate on a global scale. But every year the market is changing, and global brands have to adapt to retain their success.

In this blog we’re going to discuss what’s next for the brands that are operating worldwide, and how they need to change to keep up to date with the market trends and stay ahead of the competition.


Changing Audiences

Every brand has one aim; to attract the right audience for its product or services. Although this sounds like a relatively simple concept, it becomes ever more difficult when audiences change over time.

For example, the youth of today are not the same as they were fifteen years ago. A telegraph article by Harry Wallop refers to current young people as Generation Z, and states: ‘Too young to remember 9/11, they have grown up in a world in political and financial turmoil. As a result, they are keen to look after their money, and make the world a better place.‘

Therefore, brands aiming at this audience need to consider the value of their products more than ever before, and may also need to consider becoming a brand that’s more ethical by aiming for fair trade deals, for example.

This audience back in the 90’s are described by Wallop as ‘unsurprisingly shaped by technology,’ which again is a key thing to think about if you’re aiming for those aged between 20 and their late 30s. These age groups probably require a different type of marketing, technology focused, for example.

Changing Technology


Whilst we’re on the topic of technology, it makes sense to take a look at how this arm of branding is affecting brands worldwide.

Perhaps one of the most recent examples of a global brand adapting to a change is McDonald’s involvement with Pokemon Go.

It was reported that McDonald's were going to be sponsoring Pokemon Go in Japan, and because of this, their restaurant locations would become Pokemon Gyms.

In order to take over a Pokemon Gym you have to physically go to the destination. When you win, you then have to defend it - which will see people heading back to these spots time and time again in order to keep control of their Pokemon gym and prove their savviness at the game.

But apps and augmented reality are just two parts of how technology has changed recently.

Another great way brands are interacting with people is through live videos on the likes of Facebook, as well as 360 images and much more. It really is an intriguing time to be a part of branding and marketing with so many opportunities presenting themselves at every angle of life.

We can’t wait to see what some of these global brands do next.


Changing Trends

As well as changing technology, trends are also shifting every year. We all know that they come and go, (remember when flared jeans came back in for a bit?) but the trends at the moment seem to be sticking around for quite a while.

We’re referring to the likes of selfies, as well as documenting your every move on social media through an Instagram filter.

As people keep interacting with this kind of thing, brands need to get involved too.

Instagram accounts are always a good idea for both b2c and b2b in the modern market. Not only does it help you promote your products, it also helps to promote office life to potential employees by giving them a genuine insight into life at your business.


Changing Tastes


There is one other thing that is affecting global brands, and this is the tastes of consumers. But what do we mean by this?

Well, consumer likes and dislikes are changing all the time - which is why there’s always endless new products heading out onto the market.

But for global brands to keep up they need to change, too.

We’re going to use McDonald’s again as an example here, simply because they aren’t afraid to shift and change their brand position to suit the modern day audience - which may explain their longevity!

McDonald's originally was a place to grab fast food. A burger, some chips maybe, but now McDonald's are trying to pull in a new audience - the coffee enthusiasts.

Coffee is an incredibly popular drink throughout the UK and America, and McDonald's have done away with their somewhat tacky red colours and replaced them with dark greens, creams and retained their usual yellow. As well as this they made their coffees a big part of the menu, unleashing the idea of the McCafe as a place to come together, drink coffee and relax.

Even their website now has a special McCafe menu which you can take a look at here.

Kudos to McDonald’s yet again for taking their brand above and beyond the competition!


Global Branding

If you need some assistance keeping your global brand consistent, then why not take a look at our web to print software? With Brandit, you can create marketing and branded materials in-house with no design experience. We provide you with bespoke templates exclusive to your company, and then all you need to do is drag and drop any images you would like and change the text to suit your needs - it’s that simple!

To find out more or request a demo, scroll below and leave your details. You can also call us on 0161 228 6489 if you have any questions or queries.

Brands already making the most of our tech include Smart Energy GB, City & Guilds and - why not see what it can do for your business, too.


Download our Web to Print Brochure

Fill out the form below, email us at or give us a call on +(44) 161 228 6489

Download our Digital Asset Management Brochure

Fill out the form below, email us at or give us a call on +(44) 161 228 6489

Related Posts

We just let our clients do the talking for us.
Award 7
Award 6
Award 5
Award 3
Award 2
Award 1