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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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9. The Collaborative Three-Box Model: Box 3—Bring the Brand to Life

I’m free

I’m free

And freedom tastes of reality

—The Who1

Localism and personalization are strong forces for change. Box 3 is the opportunity for the cross-functional team (CFT)—with the Regional Leadership and local managers guiding the process—to show how creative they will be within the Framework. It is the regional opportunity to “fly with freedom.” The outputs of Box 3 detail the localized actions that will take place within the Brand Framework. Local plans, locally delivered personalization, and accountability for local results are local responsibilities. “Nothing happens until it happens at retail” means that a large part of the brand experience happens at the point of ...

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