World Class Global Brand Management Establishing Leadership in a Complex Global Environment
June 2012
International Association of Business Communicators
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Think Global, Act Local… it’s easy, right?
International Association of Business Communicators
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Brand management flourished during simpler times…
…But the world has changed dramatically in the past 50 years
Three Broadcast Networks
30-second Commercial Ruled
Simple, Straightforward Value Chain
International Association of Business Communicators
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Shift #1… communications is fundamentally different
First Marketing Era: One-way Communication
Second Marketing Era: Two-way Communications
Third Marketing Era: Networked Communications
International Association of Business Communicators
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Shift #2… conventional positioning no longer sufficient
• Fun
• Good food
• Speed/Convenience
• Clean bathrooms
• Convenience
• Sustainability
• Progress
• Technology
Key Stakeholders Desired Benefits
International Association of Business Communicators
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Shift #3… the playing field has expanded
International Association of Business Communicators
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The Global Playing Field
Shift #1… communications is fundamentally different
Shift #2… conventional targeting and positioning…
Shift #3… the playing field has expanded
Structure Expression & Activation
Marketing Organization
Brand Positioning
International Association of Business Communicators
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Customization vs. Standardization
Customization Standardization
Geo 1
Local/ Customization
Marketing Platforms
Brand Strategy & Positioning
Programs & Tactics
Programs & Tactics
Programs & Tactics
Global/ Standardization
Geo 2 Geo 3
International Association of Business Communicators
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Customization vs. Standardization (cont’d)
Economies of Scale
Consistency
Center of Excellence
Local Relevance
Faster to Market
Responsiveness
Benefits of Standardization
Benefits of Customization
Brand- Building
Demand Generation
International Association of Business Communicators
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Customization vs. Standardization (cont’d)
Positioning Activation
Customization Standardization
International Association of Business Communicators
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Brand Strategy & Positioning
Standardization
Customization
Global brand; Global Position
Regional Brands; Global Positions
Regional Brands; Regional Positions
① ② ③
International Association of Business Communicators
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Global brand, global positioning
①
International Association of Business Communicators
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Regional brands, (one) global positioning
②
International Association of Business Communicators
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Regional brands, regional positionings
Global Brands
Multi-Country Brands
Local Champions
③
International Association of Business Communicators
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Best Practices Study*
Brand Expression & Activation
Global activation practices across ~25 brand-related functions and marketing mix components
Standardization vs. Customization
*Partial list only
International Association of Business Communicators
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Guiding Principles
Brand Expression & Activation
Market Homogeneity
Mass Marketing
Global Consistency
Brand-building
Comparability
Market Heterogeneity
Niche/”Long Tail”
Local Relevance
Demand Generation
Test & Learn
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Centralized/ Standardized
Decentralized/ Customized
International Association of Business Communicators
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Point of Clarification…
Brand Expression & Activation
Consistency
Uniformity
Centralized/ Standardized
Decentralized/ Customized
Flexibility
Free reign
International Association of Business Communicators
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Guiding Principles Applied…
Decentralized/ Customized
Centralized/ Standardized
Regional Advertising
& Regional
Sponsorship
MarCom Promotion Website Dev. & Mgmt.
Visual ID/ Expression
Corporate Advertising
& Corporate
Sponsorship
International Association of Business Communicators
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Regional Advertising and Sponsorship
Brand Expression & Activation
International Association of Business Communicators
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MarCom
Brand Expression & Activation
International Association of Business Communicators
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Promotion
Brand Expression & Activation
International Association of Business Communicators
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Website Development/Management
Brand Expression & Activation
International Association of Business Communicators
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Visual Identity / Expression
Brand Expression & Activation