Global brands are not built trying to appeal to everyone. They are built by understanding what should stay consistent everywhere, and what needs to adapt locally.
If you’ve spent any time around Chuckwagon racing or rodeo in Western Canada, chances are you’ve heard Les McIntyre’s voice. For forty years, he’s been one of the voices behind some of the biggest moments in the sport.
Many brands want to go global. Few actually do. Of those that succeed, fewer still will manage to stay relevant across decades, continents, and cultural shifts.
