5 Insults That Global Brands (And Their #CMOs) Must Overcome

7,301 views

Published on

5 Insults That Global Brands (And Their CMOs) Must Overcome

by Barney Loehnis, Asia Pacific Digital Lead, OgilvyOne Worldwide

Building brands through mobile and social nuggets of content

Published in: Business
2 Comments
13 Likes
Statistics
Notes
  • Thanks for your sharing .3anetwork is a leading Cisco networking distributor, offering cisco switch . good price.
    http://www.3anetwork.com/cisco-ws-c2960s-24pd-l-price_p16.html
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Like the presentation but have to disagree on your lack of transparency point. Social Media is actually the most transparent media world has seen; there is spam or fraud post or profiles but they can be fought with right set of tools and availability of data from direct sources. Other media sources are mostly black boxes.

    Any thoughts on this?
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
No Downloads
Views
Total views
7,301
On SlideShare
0
From Embeds
0
Number of Embeds
2,758
Actions
Shares
0
Downloads
48
Comments
2
Likes
13
Embeds 0
No embeds

No notes for slide

5 Insults That Global Brands (And Their #CMOs) Must Overcome

  1. 5challengesinsultsthat GlobalBrands(and their CMOs)must overcomeby Barney Loehnis
  2. 5 challenges insults that Global Brands(and their CMOs) must overcomeMost emergingmiddle classconsumers haven’theard of mostglobal brands.Consumers don’t share the samecultural reference points that mostbrands depend on to convey theirbrand essence.1
  3. 5 challenges insults that Global Brands(and their CMOs) must overcomeSocial media mustbe a central partof – not peripheralto – brand building.Brands have to use Socialmedia as a fundamental brandbuilding tool, but they needwell crafted content suitablefor local audiences that differsto the global mantra2
  4. 5 challenges insults that Global Brands(and their CMOs) must overcomeThe mobile screen isthe first and mostfrequent touch pointbetween a brand andits consumers.The dominance of mobile access to theinternet, makes it the prime channel forcontent delivery – in need of small bite sizedand easy to consume brand nuggets3
  5. 5 challenges insults that Global Brands(and their CMOs) must overcomeThe consumer behaveslike a cat – gone are thedays when a fat chunkof media money canbuy their undividedattention.In the fragmented world of social and mobile,marketers need to develop “systems” andnarratives that are non-linear—and to optimizeoutcomes across the journey4
  6. 5 challenges insults that Global Brands(and their CMOs) must overcomeThere is a lack oftransparency insocial media andmeasurement.Where transparency isopaque and advocacyis linked with paidrelationships, globalbrands need to changetheir approach to betterharness local markets5
  7. 5 challenges insults that Global Brands(and their CMO’s) must overcomeClick hereto view TheFull Article onFast Company

×