New Brand Leadership: Managing at the Intersection of Globalization, Localization and Personalization

6. The Evolution of Global Marketing and The New Collaborative Three-Box Model

If you don’t know where you’re going, any road will take you there.

—George Harrison¹

In the previous chapters, we discussed the challenges that marketers and brands face in our changing world. We examined the forces affecting how marketing must readapt itself. We also looked at the customer’s new perception of brand value—Trustworthy Brand Value—and the need to build brand trust and corporate trust. The thinking in these previous chapters creates the driving context for The Collaborative Three-Box Model. Now we explain why it is essential that current approaches to managing brands must change to build and grow successful brands.

Organizational Implications

What road ...