From gigantic, endless oceans to a modest pond; whichever way you look at it, marketers are missing an exciting chance to catch some fish!

Posted on Posted in The LOOKOUT Blog

Over the years the British have been renowned for their empire and their exploration of the world’s oceans, venturing to all corners of the world.

And whilst I promised in my last blog, I would not make a song and dance about Brexit – it has been interesting to see how organisations and marketers have responded, as we transition back from globalisation to localisation.

And whilst globalisation promised much for organisations in the UK, statistics show that we are a country of importers as opposed to prosperous exporters. There are, of course, a plethora of reasons for this, but what has been interesting in the wake of Brexit is the number of companies who are re-evaluating their UK operations across a number of sectors from automotive to the professional services sector……

It’s fair to say that one trend in the Brexit vote was that the vote to leave was considerably higher in communities which had once had thriving industries. Over the years these industries have either declined, moved abroad or in some cases become defunct. The basis of their stance was based on a better (and I will add “fairer”) split of jobs in the UK, in the hope that by leaving Europe more jobs would be created for local people.

Whether or not you agree or disagree with their stance is irrelevant, but what has been surprising is how marketers within organisations which employ large numbers of people have not taken the opportunity to emphasize their commitment to the UK and the economic impact which they bring to the country as a whole. In addition, there is an opportunity to also focus on specific messages for local communities which benefit from them employing local people and utilising local suppliers.

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