-today's surefire approach to global retailing

1. Image/Brand Licenses:
Today's Surefire Approach to Global
Retailing
Ronald Aniceto
May 5, 2010

2. Branding
• Brand-building from ground up takes years and eats up a lot of advertising expenditures.
• Although there are few local brands who took off and made it through tough times, sowing the
investments with a number of product outlets worldwide. It also would've taken a much longer
time on ROIs.
• However, working on a limited budget and very short marketing timelines makes you have to look
at options....effective ones that is. Brand and image licenses are ready-made materials if you're in
the products' retail business.
• But you have to explore the right ones for your chosen market, market sorties you know more
about.
• It isn't all that difficult today when you have whole new media ballgame (including traditional
ones) for your perusal.
• And depending on your expert choice of media plan, you can actually cut down on costs of
advertising in the long-run.

3. Global
Everything I’ve discussed here needs to be done
on a global scale to matter to any CMO. I’m not
talking about launching more offices around the
world, although having a global presence is
important. I mean helping clients learn how to
understand their audiences around the world —
and to be present for them at the right place and
at the right time. You don’t need to be a digital
expert to understand intuitively that a brand with
a Web presence in

4. Experience
• England needs to use language that differs from the
website experience in the United States. Good
agencies already know how to customize a brand
presence. But successful agencies of the future
increasingly rely on tools such as linguistic profiles and
DMPs to help clients understand how their customers
interact with their brands across websites, social
media platforms, search engines and mobile devices
from one market to the next — and adapt their
branded content for consumers as they travel. The
customer experience journey knows no borders.
Global agencies will help their clients build connected
brands with the everywhere consumer.