Why Psychology-Led Marketing Matters for Global Brands
I remember sitting in a conference room in Tokyo, watching a presentation for a Western brand that had just entered the Japanese market. The slides were polished, the data was clean, and the campaign had worked beautifully in Europe. But something felt off. The local team kept shifting in their seats, and the questions from the floor were polite but pointed. The brand was talking about individual achievement and personal freedom, which resonated in New York but fell flat in