5challengesinsultsthat global brands(and their cMos)

Must overcoMe

by barney loehnis

5 challenges insults that global brands(and their cMos) Must overcoMe

Most eMerging

Middle class consuMers haven’t

heard of Most

global brands.

Consumers don’t share the same

cultural reference points that most

brands depend on to convey their

brand essence.

1

5 challenges insults that global brands(and their cMos) Must overcoMe

social Media Must

be a central part

of – not peripheral

to – brand building.

Brands have to use Social

media as a fundamental brand

building tool, but they need

well crafted content suitable

for local audiences that differs

to the global mantra

2

5 challenges insults that global brands(and their cMos) Must overcoMe

the Mobile screen is

the first and Most

frequent touch point

between a brand and

its consuMers.

The dominance of mobile access to the

internet, makes it the prime channel for

content delivery – in need of small bite sized

and easy to consume brand nuggets

3

5 challenges insults that global brands(and their cMos) Must overcoMe

the consuMer behaves

like a cat – gone are the

days when a fat chunk

of Media Money can

buy their undivided

attention.In the fragmented world of social and mobile,

marketers need to develop “systems” and

narratives that are non-linear—and to optimize

outcomes across the journey

4

5 challenges insults that global brands(and their cMos) Must overcoMe

there is a lack of

transparency in

social Media and

MeasureMent.

Where transparency is

opaque and advocacy

is linked with paid

relationships, global

brands need to change

their approach to better

harness local markets

5

5 challenges insults that global brands(and their cMo’s) Must overcoMe

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