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.

1. World Class Global Brand Management
Establishing Leadership in a Complex Global Environment
June 2012

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

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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

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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

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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

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Shift #3… the playing field has expanded

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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
StructureExpression
& Activation
Marketing
Organization
Brand
Positioning

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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

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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

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Customization vs. Standardization (cont’d)
Positioning Activation
Customization Standardization

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Brand Strategy & Positioning
Standardization
Customization
Global brand;
Global Position
Regional Brands;
Global Positions
Regional Brands;
Regional Positions
① ② ③

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Global brand, global positioning
①

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Regional brands, (one) global positioning
②

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Regional brands, regional positionings
Global Brands
Multi-Country Brands
Local Champions
③

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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

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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
……………………….
……………………….
……………………….
……………………….
……………………….
Centralized/
Standardized
Decentralized/
Customized

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Point of Clarification…
Brand Expression & Activation
Consistency
Uniformity
Centralized/
Standardized
Decentralized/
Customized
Flexibility
Free reign

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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

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Regional Advertising and Sponsorship
Brand Expression & Activation

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MarCom
Brand Expression & Activation

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Promotion
Brand Expression & Activation

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Website Development/Management
Brand Expression & Activation

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Visual Identity / Expression
Brand Expression & Activation

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Corporate Advertising and Sponsorship
Brand Expression & Activation