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Outside of typical paid channels, developing partnerships on a local scale are also necessary. They need to demonstrate a commitment to the culture and heritage of the locality at hand. Copy will often focus more on who the brand is helping, not just what they are selling. The brand inevitably feels more relevant than the product itself.
Local influencers will help demonstrate this further, and Local Hero brands often develop such strong relationships with local celebrities that they are welcomed in to the brand as investors, not just
as promoters.
The Local Hero is perhaps unique amongst
our 10 challenger stances for genuinely putting relevance ahead of creativity when it comes
to communications.
By getting this right, the local brand can still be national or even international in size, but always as a collection of communities rather than one global offering.
192 Local Hero