World Class Global Brand Management

World Class Global Brand Management Establishing Leadership in a Complex Global Environment

June 2012

International Association of Business Communicators

SUBSECTION TITLE

2

Think Global, Act Local… it’s easy, right?


SUBSECTION TITLE

3

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


SUBSECTION TITLE

4

Shift #1… communications is fundamentally different

First Marketing Era: One-way Communication

Second Marketing Era: Two-way Communications

Third Marketing Era: Networked Communications


SUBSECTION TITLE

5

Shift #2… conventional positioning no longer sufficient

• Fun

• Good food

• Speed/Convenience

• Clean bathrooms

• Convenience

• Sustainability

• Progress

• Technology

Key Stakeholders Desired Benefits


SUBSECTION TITLE

6

Shift #3… the playing field has expanded


SUBSECTION TITLE

7

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


SUBSECTION TITLE

8

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


SUBSECTION TITLE

9

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


SUBSECTION TITLE

10

Customization vs. Standardization (cont’d)

Positioning Activation

Customization Standardization


SUBSECTION TITLE

11

Brand Strategy & Positioning

Standardization

Customization

Global brand; Global Position

Regional Brands; Global Positions

Regional Brands; Regional Positions

①  ②  ③ 


SUBSECTION TITLE

12

Global brand, global positioning

① 


SUBSECTION TITLE

13

Regional brands, (one) global positioning

② 


SUBSECTION TITLE

14

Regional brands, regional positionings

Global Brands

Multi-Country Brands

Local Champions

③ 


SUBSECTION TITLE

15

Best Practices Study*

Brand Expression & Activation

Global activation practices across ~25 brand-related functions and marketing mix components

Standardization vs. Customization

*Partial list only


SUBSECTION TITLE

16

Guiding Principles


Market Homogeneity

Mass Marketing

Global Consistency

Brand-building

Comparability

Market Heterogeneity

Niche/”Long Tail”

Local Relevance

Demand Generation

Test & Learn

……………………….

……………………….

……………………….

……………………….

……………………….

Centralized/ Standardized

Decentralized/ Customized


SUBSECTION TITLE

17

Point of Clarification…


Consistency

Uniformity



Flexibility

Free reign


SUBSECTION TITLE

18

Guiding Principles Applied…



Regional Advertising

& Regional

Sponsorship

MarCom Promotion Website Dev. & Mgmt.

Visual ID/ Expression

Corporate Advertising

& Corporate

Sponsorship


SUBSECTION TITLE

19

Regional Advertising and Sponsorship



SUBSECTION TITLE

20

MarCom



SUBSECTION TITLE

21

Promotion



SUBSECTION TITLE

22

Website Development/Management



SUBSECTION TITLE

23

Visual Identity / Expression



SUBSECTION TITLE

24

Corporate Advertising and Sponsorship


World Class Global Brand Management

Business

global positioning

positioning shift

global playing field

complex global environment

conventional positioning

marketing era

brandrelated functions

different shift