When brands embark on a local strategy, we often see good and bad in their approach.
The good is that they've gotten into the game, and it's a great game to be in. The bad is that they miss opportunities to bring the full force of their national strategy into a local context.
Jason Burby and his team polled a small group of industry experts about what missed opportunities they see and what they most often recommend to their clients.
Here are their top five, in no particular order: