Google has an interesting way of approaching this issue. Its reach is global, yet it adjusts some aspects of its marketing for local users. For example, on most days, its Google Doodle (the logo shown when users go to the main home page to conduct a search) is the same worldwide. On other days, however, it designs Google Doodles for users who log in from particular countries. These one-day Doodles may celebrate a local holiday or a notable achievement. For a summary of Google Doodles that appeared during a particular period, click here.
Google's marketing also appeals to brand fans who want to buy T-shirts, blankets and other merchandise bearing the Google or YouTube brand at the Google Store. Depending on your location, prices will be shown in pounds, dollars or other currencies.
To build community, Google invites fans to submit their own logos. These unofficial logos express the enthusiasm and talent of Google's users worldwide. Although Google is clearly a giant company, its marketing helps users feel that the company understands local differences all over the world.
