Does global have to mean going vanilla?

The picture painted by The Secret Marketer of “committee-based global brand management” in his column (MW 10 March) is not at all uncommon. In fact, we have research which shows that less than 15% of today’s organisations fully agree that their own global brands are being managed effectively.

Many companies struggle to find the right balance between local relevance and global leverage, either trying to force one answer for all, or making huge compromises and aligning to ’vanilla’ brand solutions through a committee exercise. The result being frustrated global marketers (in spite of accumulating “record levels of air miles”) and disempowered country marketers, who fail to deliver on the full potential of the brand promise.

Unleashing global marketing potential can be a daunting task, but when done well companies can reap the benefits of scale, faster
innovation and roll-outs, transfer of best practice and better return on investment. All of this, while delivering a consistent brand experience to consumers across many regions. This requires global Marketers to excel at developing a winning global marketing mix, and importantly, building the ultimate global marketing machine. Johnnie Walker – ’Keep Walking’ is a great example of global marketing.

Teresa Octavio
Director
EffectiveBrands

Latest from Marketing Week

Get ready for Cannes 2018: Hot topics and what to see

Cannes Lions

With the Cannes Lions Festival of Creativity kicking off in three days, here’s your run down of all the hot topics up for discussion at the first festival since the Cambridge Analytica scandal broke, Sir Martin Sorrell resigned from WPP and the #MeToo movement was born.

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here