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The ever-expanding global nature of the business world has broad-reaching implications for brand management. This presentation, delivered to the International Association of Business Communicators, focuses on the topic of how to manage brands in this complex new world order. Specifically, it combines best practices and case studies to propose a set of guiding principles for when it makes sense to “centralize for global efficiency” and when it is better to “decentralize for local effectiveness.“ This key trade-off is explored across two broad topic areas: brand positioning and brand activation/execution.
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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
International Association of Business Communicators
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Corporate Advertising and Sponsorship
Brand Expression & Activation
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