Most multinational brands entering new markets get it wrong in the same way. They assume the problem is translation: change the language, tweak the visuals, and the campaign will perform. It rarely does.
The real issue is structural. A brand's position on the global-local spectrum determines its entire signalling architecture, what it says, where it says it, how much it costs, and how much of it lands with the intended audience. This framework maps three distinct brand types against two axes and documents what effective advertising looks like for each.
Drawn from original qualitative research on 11 campaigns across the Indian retail sector, it is the kind of thing most brand strategists build through trial and error over years. The research compressed that into a single, usable reference.