To that, one may add the relatively scarce numbers of brilliant ideas in the field of communication and thus it is easy to understand why companies tend, in their vast majority, to this type of standardized strategy.
But it is also obvious that the risks of a forced standardization are not insignificant. The relevance and the influence of the local culture are still very substantial in numerous countries around the globe including in Western Europe. It is indeed very risky not to adapt communication to some local markets especially in countries where the cultural tradition is still very present.