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Leveraging Global Brands for Growth
Leveraging Global Brands for Growth
Effective Global Marketing Strategy, Structure and Capability
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Unleashing Global Marketing Potential™
Winning with Global Brands
Marc de Swaan Arons
London, October 5, 2012
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Global Marketing Leadership Summit 2010 Shanghai, London, Amsterdam, New York, Singapore About EffectiveBrands
Global Marketing Expertise Developing and Embedding Practical
75 Global Marketing Consultants, 25 Nationalities
5 Offices: New York, London, Amsterdam, Singapore and Tokyo
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Global Marketing Leadership Summit 2010 Shanghai, London, Amsterdam, New York, Singapore Global marketing expertise
Recognized Expertise Global CMO Board Publications
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Unleashing Global Marketing Potential™
Nuromol Gemini Analysis • Page 5 Unleashing Global Marketing Potential™
With special thanks
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Global brand temperature check
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Global consumer convergence
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Global media convergence
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Global brand convergence
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Global organizational convergence
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Global brand financial payback
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So, what does it take to win?
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Since 2002: The Leading Global Brands study
300 Global Brands
3,000 Global Marketing Leaders
30,000 Global Brand Contributors
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Unleashing Global Marketing Potential™
Nuromol Gemini Analysis • Page 15
1. Top 3 CMO challenges
2. Winning characteristics
3. Drivers of effectiveness
Today
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1. Top 3 CMO challenges
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# 1 – Social marketing
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The Solar Panel Question: It’s the right thing to do, but …
The solar panel question
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What happens in Vegas
no longer stays in Vegas
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roles & responsibilities
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# 2 – Defining brand purpose
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Beyond CSR
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Unleashing Global Marketing Potential™
EB Strategy Meeting • Page 23
Global Marketing Leadership Summit 2010 Shanghai, London, Amsterdam, New York, Singapore Global
Differentiation in a
transparent world
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Global Marketing Leadership Summit 2010 Shanghai, London, Amsterdam, New York, Singapore
Rallying the troops
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# 3 - Going global
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There are only local markets
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That will never work here…
Internal resistance
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The Regional and Global Role is Lonely
Global role is very lonely
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Challenge # 1: Social media
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Challenge # 2: Brand purpose
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Challenge # 3: Going global
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Yes… OK. So what does it take to win?
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Universal Truth
Purposeful Positioning
Total Experience
Winning in global marketing
What + How = Global Marketing Effectiveness
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Unleashing Global Marketing Potential™
Nuromol Gemini Analysis • Page 34
1. Top 3 CMO challenges
2. Winning characteristics
3. Drivers of effectiveness
Today
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Winning characteristics: The WHAT
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Universal Truth Universal Truth
Purposeful Positioning
Total Experience
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Universal Truth Universal Truth
Purposeful Positioning
Total Experience
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Universal Truth Universal Truth
Purposeful Positioning
Total Experience
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Purposeful
Positioning
Universal Truth
Purposeful Positioning
Total Experience
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Total
Experience
Universal Truth
Purposeful Positioning
Total Experience
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Winning brand characteristics = The WHAT
Universal Truth
Purposeful Positioning
Total Experience
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Unleashing Global Marketing Potential™
Nuromol Gemini Analysis • Page 43
1. Top 3 CMO challenges
2. Winning characteristics
3. Drivers of effectiveness
Today
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Universal Truth
Purposeful Positioning
Total Experience
Drivers of effectiveness = the HOW
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Universal Truth
Purposeful Positioning
Total Experience
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Universal Truth
Purposeful Positioning
Total Experience
• Servant leadership mindset • Looking for similarities
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Universal Truth
Purposeful Positioning
Total Experience
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Universal Truth
Purposeful Positioning
Total Experience
• Check your calendar • Don’t delegate
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Universal Truth
Purposeful Positioning
Total Experience
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Universal Truth
Purposeful Positioning
Total Experience
• From 50 countries to 5 • Plan for 3 years from now
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Global Consumers Partners Local Agencies
Shifting roles Universal Truth
Purposeful Positioning
Total Experience
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Universal Truth
Purposeful Positioning
Total Experience
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Universal Truth
Purposeful Positioning
Total Experience
• Clarity on roles is more important then breadth
• Structure, Team & Culture
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• Define way of marketing • Focus on 2-3 key capabilities
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Home Visits
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Online resources
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Reverse mentoring
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Immersions visits
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Communication Channels
Fun
ctio
ns
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Communication Channels
Fun
ctio
ns
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Communication Channels
Fun
ctio
ns
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In Summary ….
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Unleashing Global Marketing Potential™
Nuromol Gemini Analysis • Page 64
1. Top 3 CMO challenges
2. Winning characteristics
3. Drivers of effectiveness
Today
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Top 3 CMO challenges
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Unleashing Global Marketing Potential™
Nuromol Gemini Analysis • Page 66
1. Top 3 CMO challenges
2. Winning characteristics
3. Drivers of effectiveness
Today
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Winning characteristics = the WHAT
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Unleashing Global Marketing Potential™
Nuromol Gemini Analysis • Page 68
1. Top 3 CMO challenges
2. Winning characteristics
3. Drivers of effectiveness
Today
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Universal Truth
Purposeful Positioning
Total Experience
Drivers of effectiveness = the HOW
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Universal Truth
Purposeful Positioning
Total Experience
Winning with global brands
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Unleashing Global Marketing Potential™
Nuromol Gemini Analysis • Page 71 Unleashing Global Marketing Potential™
With a Special
THANK YOU
To all the participants in the Ad Age global issue competition!
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Unleashing Global Marketing Potential™
Nuromol Gemini Analysis • Page 72
Winner: Streets Rohit Dhamija and Udayan Chakravarty JWT: New Delhi, India
Advertising Space Sean van der Westhuizen OwenKessel: Johannesburg, South Africa
Brand Carnival Anish Philip Abraham, Amrita Singh Arnab Ray, Abhishek Deshwal JWT: New Delhi, India
untitled Mitesh Joshi Makani Creatives Pvt. Ltd.: Mumbai, India
Tag Alejandro Ortiz JWT Colombia: Bogotá, Colombia
Around the World Jorge Garcia La Fábrica & Jotabequ - Grey: Guatemala, Guatemala
The Thinker With a Smartphone Manuela Bolivar & Alejandra García Miami Ad School, Madrid: Spain
Geotagging Kassandra Zuanich Miami Ad School, SF: Lima, Peru
Global Feed Christine Göös, Lauri Leiwo, Erol Tekkanat TBWA Helsinki: Helsinki,
Finland
China André Bose do Amaral Blue Barracuda Dubai: Dubai, UAE
The Ad Circus Julia Kaiser Safari Sundays: New York, USA
The Power of the Masses Alejandro Herrer & Carlos Pizarro Miami Ad School Madrid: Madrid, Spain
Earth Came Online Wallace Cruz Miami Ad School: Miami, USA
World of Brands Rushita R. Bhatadye Lowe Lintas: Mumbai, India
Global Vision Nainaa Rajpaal, Ruchika Nambiar Karan Rajpal Srishti School of
Design: Bangalore City, India
Snakes and Ladders of Global Brands Harjot Sokhey New Delhi, India
The World on Sneaker Kaushik Iyer and Joseph Chan JWT: Singapore, Singapore
The Core Ulisses Razaboni, João Ferraz, Andressa Reigadas DDB Brasil: São Paulo, Brasil
Universal Nametag Brit Ryan Colle+McVoy: Minneapolis, USA
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Global Marketing Leadership Summit 2010 Shanghai, London, Amsterdam, New York, Singapore About EffectiveBrands
We are the only marketing
consultancy focused on
unleashing global marketing
potential.
We frequently publish thought
leadership pieces and we are
often referenced in business
and marketing publications.
We were all marketers in a previous life so all our programs and tools are practical and results driven.
We help marketers build and embed global marketing strategy, structure, and capability programs.
We work with our clients to understand the receiving-end perspective.
Our tailored solutions build internal capability and create internal support for change from the start.
Global Marketing Expertise Developing and Embedding Practical
75 Global Marketing Consultants, 25 Nationalities
5 Offices: New York, London, Amsterdam, Singapore and Tokyo
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Global Marketing Leadership Summit 2010 Shanghai, London, Amsterdam, New York, Singapore Global Brand CEO Challenger Board
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Global Marketing Leadership Summit 2010 Shanghai, London, Amsterdam, New York, Singapore Global marketing expertise
Recognized Expertise Global CMO Board Publications
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Unleashing Global Marketing Potential™
Marketing Excellence • Page 76
Global marketing effectiveness roadmap
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Unleashing Global Marketing Potential™
Marketing Excellence • Page 77
What to Stand for Where to Grow Equip for Growth How to Deliver
Global Marketing Strategies and
Priority Countries to support the turnaround
Purposeful Positioning to transform the
category and drive employee
engagement
Built an efficient and empowered
organization for global leverage and local
relevance
Created the proprietary Hershey’s Way of
Marketing, rolled-out in trainings around the world
Purposeful Positioning with local
lenses to uniquely capture differences in
category meaning
Growth strategies for global brands Scholl and Durex,
deployed to the local organizations to
define their marketing tasks
Defined and embedded a new way of working throughout the Bacardi marketing community to deliver
transformative change
Developed the marketing framework
and marketing academy curriculum,
trained 35 priority countries
in key modules
Global marketing effectiveness programs
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Unleashing Global Marketing Potential™
Nuromol Gemini Analysis • Page 78
Thank you
LONDON 28-30 Little Russell Street London WC1A 2HN United Kingdom T: +44 207 831 8444
NEW YORK 648 Broadway, Ste 502 New York, NY 10012 USA T: +1 212 358 9638
SINGAPORE 17A Duxton Road Singapore 089483 Singapore T: +65 6221 3693
AMSTERDAM Singel 540 1017 AZ Amsterdam The Netherlands T: +31 20 330 2636
Unleashing Global Marketing Potential™
TOKYO World Udagawa Bldg 6F 36-6, Udagawa-cho, Shibuya-ku Japan T +81 3 6855 7845