Digital platforms (Apple, Google, Microsoft, Facebook, Amazon) are among the Top 15 most valuable brands worldwide. If you look at the top 30 most valuable brands globally you mostly see companies that have embarked on a significant digital transformation journey. You would expect global digital platforms to simplify the job for marketers. However, and counter intuitively, digital complicates global marketing. In fact, digital increases customer expectations for relevance, giving local brands the edge. Such competition exposes global brands’ digital marketing gap, forcing them to localize their digital approach. Significant economic, political, and technology trends will strain global digital strategies further by elevating the importance of local relevance. Get the full story at Forrester