Ever since the Tories introduced their Big Society manifesto it’s been the subject of hot debate. Whilst much of the criticism has been politically motivated, there’s no doubt that it is both a controversial and emotional topic. However, it’s not for us at EMO to debate the political and economic rights and…
Posts by: Andy Wheatley
Costa Coffee goes for the local touch
A few years ago Starbucks announced that they were looking into localisation and mooted the possibility of trialling a few non-branded outlets to encourage greater local empathy. It was a clear sign that even brands in the ultra-competitive and highly commoditised coffee sector were giving local a close…
Way to go, Waterstone’s….
One of our key areas of interest is localism – helping brands and organisations to contribute to the local communities that they serve. This can come in many forms, such as traditional CSR and helping local charities, but sometimes, just sometimes, we come across examples that have a much wider, national…
So, what exactly do we mean by local?
It might seem like a silly question, but when it comes to defining the meaning of local in a marketing context, the answer isn’t as simple as it once was. As little as five years ago local meant exactly what you would expect – marketing communications aimed at local people, consisting of ads in local…
