Book description
New Brand Leadership delivers the first complete, proven blueprint for organizing and executing on global brand marketing. It reflects the authors’ 50+ years of combined experience driving global brand leadership and measurable results across a wide range of industries, at companies ranging from Mars to Nissan, IHG to YUM! Brands.
Larry Light and Joan Kiddon show how to drive value by successfully managing at the intersection of globalization, localization, and personalization. They introduce Arcature’s proven Collaborative Three Box Model, guiding you step-by-step through creating brand vision, defining brand framework, bringing your brand to life, and then measuring your performance.
They offer specific, high-value recommendations regarding cultural change, organizational responsibilities, structure, metrics, and much more. You’ll find proven solutions to tough real-world global branding challenges, including managing tensions between global and local, central and regional, and brand leadership vs. brand management.
For wide audiences of C-suite and other current and prospective business leaders; HR officers, marketing executives and agency professionals, top executives, business leaders, prospective business leaders, and MBA/executive MBA students.
Table of contents
- About This eBook
- Title Page
- Copyright Page
- Dedication Page
- Contents
- Acknowledgments
- About the Authors
- Introduction
-
Part I: The Changing Context for Global Brand Marketing
-
1. Overview: A New Approach to Global Marketing
- Raising the Issues
- The Globalization of Marketing
- Localism
- Personalization
- Game-Changers
- Changed Perception of Value
- Trustworthy Brand Value
- Build Trust
- The Collaborative Three-Box Model
- Creating the Metrics
- Plan to Win
- Gaining Alignment: Overcoming the Negatives
- What Can I Do Differently?
- Aligning for Action
- Brand Journalism
- Making The Collaborative Three-Box Model a Reality
- Endnotes
- 2. Globalization, Localization, Personalization
- 3. Game-Changing Trends
- 4. New Definition of Brand Value: Trustworthy Brand Value
- 5. Build Brand Trust
-
1. Overview: A New Approach to Global Marketing
-
Part II: The Collaborative Three-Box Model
-
6. The Evolution of Global Marketing and The New Collaborative Three-Box Model
- Organizational Implications
- The One-Box Model: Global Standardization
- The Two-Box Model: “Think Globally. Act Locally.”
- The Matrix
- Management and Manager
- Leadership and Leader
- Putting the Right People in the Right Places
- Results Are Local
- Responsibility: Global or Local
- Sharing
- The Collaborative Three-Box Model
- The Kinship Economy
- Guided Decentralization
- Is It Federalism?
- Endnotes
-
7. The Collaborative Three-Box Model: Box 1—Create the Brand Vision
- Begin with the Corporate Strategies and Ambition
- Cross-Functional Teams (CFTs)
- Box 1: Defining the Brand North Star
- The Four Steps of Box 1
-
Making Box 1 Work
- 1. Make It Everyone’s Job to Take Responsibility
- 2. Make Sure That Your CFT and Your Enterprise Become a Learning Organization
- 3. Stay Positive When the Killer Questions Are Raised About Your Synthesized Trends
- 4. Ensure That the Situation Analysis Will Be Updated Each Year
- 5. Market Segmentation Is a Market Fundamental
- Lessons Learned: Box 1
- Endnotes
- 8. The Collaborative Three-Box Model: Box 2—Define the Global Brand Plan to Win
- 9. The Collaborative Three-Box Model: Box 3—Bring the Brand to Life
-
6. The Evolution of Global Marketing and The New Collaborative Three-Box Model
-
Part III: Refreshing the Enterprise
- 10. Building a Brand Business Scorecard
- 11. How Does It All Come Together in an Effective Plan to Win?
-
12. Breaking the Bad Habits That Inhibit Brand Building
- Complacency
- Change for the Sake of Change
- Financial Engineering as a Growth Strategy
- Cost-Managing the Way to Profitable Growth
- Focusing on Customers You Do Not Have at the Expense of Customers You Do Have
- Failing to Keep the Brand Relevant
- Price Segmentation Instead of Market Segmentation
- Thinking the Lowest Price Is the Same as the Best Value
- Failing to Instill a Quality Mind-Set
- Silo Mentality
- Focusing on the Short-Term Rather Than Creating a Short-Term/Long-Term Strategy
- Not Sharing Across Functions, Geographies, and Brands
- Believing the Regions Are Not as Sophisticated as the Center
- Believing That Brand Management Is All About Marketing Communication
- Allowing Data to Decide
- Endnotes
-
13. Guiding Principles
- 1. Define the Common Ambition
- 2. Clarify Roles and Responsibilities
- 3. Realize That Brand Leadership Is Global; Brand Management Is Regional/Local
- 4. Build Trustworthy Brand Value
- 5. Establish Cross-Functional Teams
- 6. Acknowledge That Great Ideas Do Not Care Where They Come From
- 7. Share the Knowledge
- 8. Implement Brand Journalism
- 9. Build Trust Capital
- 10. Institute a Brand Business Scorecard
- 11. Allow Freedom within the Framework
- Endnotes
- Conclusion: Moving Forward
- Index
Product information
- Title: New Brand Leadership: Managing at the Intersection of Globalization, Localization and Personalization
- Author(s):
- Release date: June 2015
- Publisher(s): Pearson
- ISBN: 9780134194486
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