The emergence of the global consumer

Subtle, profound revolutions in technology and culture have started to transform consumer attitudes. The communications revolution and the convergence of cultures have set the stage for truly global marketing. Satellite-cable television, which is powerful enough to cover immense areas and personal enough to reach the individual consumer, is changing the rules of global advertising. For those companies with sufficient resources and resolve, satellite-cable television is the premier instrument for building global brand power. Truly great brands are symbols that encapsulate the desires of consumers. They can extend beyond national boundaries if they symbolize universal desires. The true power of global brands lies in their ability to pioneer new market opportunities in response to changing consumer tastes. Consumer consciousness has taken on a global momentum. Global social trends will fuel consumer desires for global brands. Manufacturers and retailers must be prepared to satisfy the emerging needs of the global consumer.