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New Brand Leadership: Managing at the Intersection of Globalization, Localization and Personalization by Larry Light, Joan Kiddon

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7. The Collaborative Three-Box Model: Box 1—Create the Brand Vision

Looking for directions

Stars are your reflections

—U2, North Star1

In real estate, the mantra is “location, location, location.” In The Collaborative Three-Box Model, the Box 1 mantra is “direction, direction, direction.” The first step is the definition of the brand’s North Star. Every brand needs clear direction; every brand needs a vision of what it wants to be and where it wants to go.

Begin with the Corporate Strategies and Ambition

Beginning the process does not mean starting with a blank piece of paper. Most companies and brands have lots of information. This information sets up the context for this new global marketing approach.

There are many places to look for providing ...

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