Fusing a classic ‘British’ brand image with local flair.

The Challenge:

Marks & Spencer sought to shape and future-proof its global brand positioning by blending its iconic ‘British’ identity with locally resonant meaning across international markets.

The challenge lay in understanding how global consumers perceive ‘British style’ and how to translate that perception into relevant, emotionally engaging communications. M&S needed to gain a deeper understanding of consumer realities, purchase drivers, and competitor dynamics across key markets including Germany, India, Saudi Arabia, and Indonesia — all while ensuring global consistency without losing local nuance.