Final answer:
Universal themes in international positioning can be uninspiring because they may be too general to resonate with specific local audiences. Companies must balance universal appeal with local insights to create effective global brand strategies. The correct answer is option b. universal.
Step-by-step explanation:
In the area of international positioning, universal themes often run the risk of being bland and not very inspired. This issue arises because such themes are designed to have a broad appeal across many cultures and regions, attempting to be relevant everywhere.
However, in doing so, they may sacrifice distinctiveness and fail to engage specific local audiences meaningfully. Companies leveraging global branding strategies must balance universal appeal with local relevance to avoid this pitfall.
For instance, a global campaign for a beverage might focus on universally appreciated ideas like friendship or enjoyment, but if it does not account for local tastes, idioms, and cultural nuances, the message may come across as generic and fail to resonate. A nuanced approach that incorporates local insights can help multinational corporations create campaigns that are effective on a worldwide scale while still captivating local markets.