I've always been fascinated by how branding varies from country to country. As a kid even short hops across from the UK to Europe would reveal brands that looked familiar but exotic, often with slightly different products, names logo designs and packaging.
Today the world is more globalised and many brands have adopted global identities, but regional differences still require changes in brand assets. That's given birth to the phenomenon of 'glocalization'. And it can be striking how subtle some of the differences are when it comes to a massive global brand like McDonald's. The TikTok below provides an interesting example (it could be one of the best McDonald's adverts). Can you spot all the differences?
