1. The making of a global brand
Richard Spencer
@spence7zero
22 September 2016

2. “Brand is not a product, that’s for sure; its not one
item. It’s an idea, it’s a theory, it’s a meaning, it’s
how you carry yourself. It’s aspirational. It’s
inspirational.” Kevin Plank

5. $2.09

6. $2.09
$0.65

7. $2.09
$0.65
$1.44
Brand value per tin of Heinz baked beans

8. Think globally
Act locally

9. Multilingual logo variants

12. Speak globally
Act locally

14. How to build a global brand
• The same positioning worldwide
Adapted from HBR, 16 October 2007

21. How to build a global brand
• The same positioning worldwide
• The company name is the brand name
• Create a global club
Adapted from HBR, 16 October 2007

23. Uber’s disruptive business model
• Quick and reliable ride booking
– GPS and mapping technology
• Transaction convenience and simplicity
– Mobile Payments
• Driver Feedback
– Improved Experience
• Make influential friends
• Pick a fight!

24. A local club in each city
“As we started expanding, it became clear that
individual cities were the unique factor in our
launches. Each city is unique in its
transportation pain points, its density, its
transportation alternatives, regulation, even its
transportation culture.”
Travis Kalanick, Uber co‐founder
We’re going global with big funding

25. #uberpuppies

26. #uberpuppies

27. #uberpuppies

28. #uberpuppies

29. #uberpuppies

30. How to build a global brand
• The same positioning worldwide
• The company name is the brand name
• Create a global club
• Tell compelling stories
Adapted from HBR, 16 October 2007

36. #onelessstranger
• Create a world where people can belong anywhere
• Rid the world of strangers
• $10 gift to 100,000 Airbnb community members
• One act of hospitality for a stranger
• Document it and upload with the hashtag
• 3 million engagements in 3 weeks
"I continue to be in awe of Airbnb ‐ harnessing
technology not only to bring much needed
accommodation to but also helping to flatten the world,
one booking at a time.” Paul, Airbnb member

39. Global leadership
• Share best practice across countries;
– Remote connectivity, physical conferences
• Encourage common planning processes;
– Standard strategic planning framework
• Assign ‘glocal’ accountabilities; and
– Determined focus
• Implement them!
– Always a work in progress