Global Vision, Local Impact: How Rodenstock Balances Consistency Across 85 Countries

Let’s start with a simple question: what does it take to run a premium brand in 85 different countries? At Rodenstock, that question isn’t theoretical: it’s part of daily reality. Stephanie Blab, Online Communication Manager, knows this challenge inside out. In our interview, she opens up about the guidelines, culture of trust, and tools that keep Rodenstock aligned worldwide while giving local teams the freedom to move.

This is a behind-the-scenes look at a global brand managing marketing campaigns in 85 local markets.

“Premium” is more than a product

That’s how Stephanie introduces the brand: not through specs or slogans, but by emphasizing perception. Because while Rodenstock’s products are deeply technical, the way people experience them is anything but.

Whether it’s a social media campaign, an in-store visual, or a local ad, the premium feeling and life-enriching value the Rodenstock products offer must be conveyed. And that’s no small feat when you're coordinating teams across the globe.

When scale meets complexity

Now imagine delivering that high-end brand experience across 85 countries, each with its own unique culture, distribution model, and market maturity.

“Some markets are very advanced. Others might be working with different product lines or have fewer resources available,” Stephanie explains.

The challenge isn’t just language or layout. It’s knowing how to adapt to local nuance. Rodenstock provides local markets and distributors with clear brand guidance, while also allowing for local adjustments. Rodenstock nailed where many brands stumble. Over-standardize, and you lose local relevance. Over-adapt, and the brand becomes inconsistent.

Guidelines ≠ handcuffs

So how does Rodenstock strike that balance?

Instead of dictating from the top, they equip local teams. It starts with a strong core: well-defined visuals, tone of voice, and messaging. Clear guidelines. But it doesn’t end there. Flexibility is baked into the process.

“We provide templates, editable assets, and clear brand guidelines, but also encourage our markets to adjust based on their needs,” Stephanie says.

In other words: empower, don’t police.

Behind the curtain: how it actually works

Of course, systems matter too. A brand of this size needs a structured approach to run smoothly.

Stephanie explains how Rodenstock uses Embrosa's Marketing Control Tower™️ to distribute marketing assets worldwide. The Munich team uploads content, Embrosa automatically translates it, and then distributes it - withing the Embrosa software - to 85 markets. From there, the markets handle it: they can customize content or hide posts if the product hasn't been launched in their area yet. Throughout the process, the Munich team is always ready to assist.

It’s less of a rigid pipeline and more of a responsive support system. Markets get what they need, when they need it, without unnecessary friction.

What really makes it work? People.

For all the talk of systems and guidelines, Stephanie is quick to point out what really sets Rodenstock apart. That spirit of collaboration is the quiet engine behind Rodenstock’s success. It is evident in how quickly markets request input, how freely they share feedback, and how aligned the global campaigns feel: even when the execution differs from country to country.

Why Rodenstock uses Embrosa

It’s also why Rodenstock partners with Embrosa: because even with strong teamwork, not every reseller has a marketing department. And not every optical shop has time to create weekly content.

With Embrosa, local opticians have access to the latest branded content and can even get support from their markets in publishing or advertising this content. It’s one more way Rodenstock puts support at the center of their model.

A final thought

If there’s one thing this interview made clear, it’s that great global branding isn’t just about consistency: it’s about collaboration and connection. Rodenstock’s success comes from knowing when to standardize and when to localize, when to guide and when to listen.

And behind it all? A team of marketers who genuinely enjoy working together.

▶️ Watch the full interview with Stephanie Blab here.