8. What’s New
Today almost every marketer works for or competes
against a global brand.
Just ten years ago things were very different
Unleashing Global Marketing Potential™
Erasmus – May 16th • Page 8
9. Choice
• Global vs Local
Unleashing Global Marketing Potential™
Erasmus – May 16th • Page 9
10. Different school’s of thought
• BRAND CENTRIC • CONSUMER CENTRIC
• VISIONARY LEADERSHIP • BUILT IN FLEXIBLITY
• LONG TERM PLANNING • SHORT TERM RESPONSIVENESS
• 1 STRATEGY FOR ALL • A NEW STRATEGY EVERYWHERE
• 1 CAMPAIGN EVERYWHERE • A CAMPAIGN FOR EVERY SITUATION
Unleashing Global Marketing Potential™
Erasmus – May 16th • Page 10
11. This is a False Choice
Risk of Risk of
Narcissism Hyper-adaptation
Expression Mirroring
Culture Purposeful Positioning Perception
Internal External
Reflection Impression
Inspired by Tibor van Bekkum
Unleashing Global Marketing Potential™
Purposeful Positioning Whiskas • Page 11
12. HOW DO YOU FIND BALANCE?
Unleashing Global Marketing Potential™
Erasmus – May 16th • Page 12
13. Global Marketing Leadership Summit 2010
Shanghai, London, Amsterdam, New York, Singapore
2002: Leading Global Brands™ Study
250 Global Brands - 21,500 Contributors
Unleashing Global Marketing Potential™
Erasmus – May 16th • Page 13
14. Drivers of Effective Global Brands
The WHAT
balancing long term and short
term relevance :
Unleashing Global Marketing Potential™
Erasmus – May 16th • Page 14
15. Drivers of Effective Global Brands
.. And The HOW
to manage the complexity
Unleashing Global Marketing Potential™
Erasmus – May 16th • Page 15
16. Finding Universal Truths requires us to go deeper
Unleashing Global Marketing Potential™
Erasmus – May 16th • Page 16
17. And to insightfully tap in to the long term hotbuttons that people care about
BEFORE THERE KNOW THAT THEY DO
Unleashing Global Marketing Potential™
Erasmus – May 16th • Page 17
18. Foresight requires us to think ahead
WHERE ARE PEOPLE WHAT DO PEOPLE WHAT CHALLENGES WILL
GOING? ASPIRE TO? THEY FACE IN THE FUTURE
WHERE DO WE WANT TO TAKE THEM?
Unleashing Global Marketing Potential™
Erasmus – May 16th • Page 18
19. And then to use this foresight to fuel our brand’s with purpose
Unleashing Global Marketing Potential™
Erasmus – May 16th • Page 19
20. Global Marketing Leadership Summit 2010
Shanghai, London, Amsterdam, New York, Singapore love
That inspire experiences that people
Unleashing Global Marketing Potential™
Erasmus – May 16th • Page 20
21. Using foresight to reinvigorate the brand
FROM: TO:
SELLING SUCCESS VALIDATING PROGRESS
STATIC , EXCLUSIVE AND DYNAMIC , INCLUSIVE AND
BACKWARD LOOKING FORWARD LOOKING
25. That can be rejuvented time and time again
Progressing together with integrity and Individual progress as a part of your
respect for traditions and our shared evolution and identity
identity
25
33. Kitkatastrophe made worse by Nestlé themselves
Unleashing Global Marketing Potential™
Erasmus – May 16th • Page 33
34. Kitkatastrophe made worse by Nestlé themselves
Unleashing Global Marketing Potential™
Erasmus – May 16th • Page 34
35. Drivers of Effective Global Brands
Unleashing Global Marketing Potential™
Erasmus – May 16th • Page 35
36. Thank You
NEW YORK AMSTERDAM
648 Broadway, Ste 502 Singel 540
New York, NY 10012 1017 AZ Amsterdam
USA The Netherlands
T: +1 212 358 9638 T: +31 20 330 2636
LONDON SINGAPORE
3 Plough Yard 17A Duxton Road
London EC2A 3LP Singapore 089483
United Kingdom Singapore
T: +44 20 7456 9620 T: +65 6221 3693
info@effectivebrands.com
Unleashing Global Marketing Potential™
Erasmus – May 16th • Page 36
India and China as upcoming powers, better ways of communication (www), cheaper to travel
Chinese youth are a book of paradoxes. They live amongst the fastest changing group of people in the world, constantly bumping up against local and global changes. They are bombarded with strong influences from both western and traditional Chineseculture at every turn, both new and old, hip and ancient, blending new ideas and traditional culture into the fabric of daily life, thought and output
We were in Shanghai recently in September to celebrate the launch of our latest book : the global brand ceoWith a conference around the same theme of today’s discussion: what it takes to win in global marketing
We were in Shanghai recently in September to celebrate the launch of our latest book : the global brand ceoWith a conference around the same theme of today’s discussion: what it takes to win in global marketing
We were in Shanghai recently in September to celebrate the launch of our latest book : the global brand ceoWith a conference around the same theme of today’s discussion: what it takes to win in global marketing
We were in Shanghai recently in September to celebrate the launch of our latest book : the global brand ceoWith a conference around the same theme of today’s discussion: what it takes to win in global marketing
Since establishing a global purposeful positioning, AkzoNobel has for the first time been able to roll out a globally aligned communications campaign for Dulux – ‘Let’s Colour’ – that aims to transform and revitalise rundown neighbourhoods in major cities across the globe. The response from consumers, municipalities and corporations has been enormously enthusiastic. This never would have been achievable under the former brand positioning. Thanks to the tour of Brand SessionsTMall local markets are now aligned with the vision and have a concrete roadmap to the new positioning. Furthermore, an ‘adding color to the AkzoNobel offices’ program has helped revitalize the purpose in the office, fueling internal passion and alignment.Hyperlink: http://www.ted.com/initiatives/aws/dulux_walls.html
USA – individual progress as a part of your evolution and identityChina- progressing together with integrity and respect for traditions and our shared identity
USA – individual progress as a part of your evolution and identityChina- progressing together with integrity and respect for traditions and our shared identity
USA – individual progress as a part of your evolution and identityChina- progressing together with integrity and respect for traditions and our shared identity
USA – individual progress as a part of your evolution and identityChina- progressing together with integrity and respect for traditions and our shared identity
Finger image
We were in Shanghai recently in September to celebrate the launch of our latest book : the global brand ceoWith a conference around the same theme of today’s discussion: what it takes to win in global marketing