Image/Brand Licenses:

Today's Surefire Approach to Global Retailing

Ronald AnicetoMay 5, 2010

Branding• Brand-building from ground up takes years and eats up a lot of advertising expenditures.

• Although there are few local brands who took off and made it through tough times, sowing the investments with a number of product outlets worldwide. It also would've taken a much longer time on ROIs.

• However, working on a limited budget and very short marketing timelines makes you have to look at options....effective ones that is. Brand and image licenses are ready-made materials if you're in the products' retail business.

• But you have to explore the right ones for your chosen market, market sorties you know more about.

• It isn't all that difficult today when you have whole new media ballgame (including traditional ones) for your perusal.

• And depending on your expert choice of media plan, you can actually cut down on costs of advertising in the long-run.

Global

Everything I’ve discussed here needs to be done on a global scale to matter to any CMO. I’m not talking about launching more offices around the world, although having a global presence is important. I mean helping clients learn how to understand their audiences around the world — and to be present for them at the right place and at the right time. You don’t need to be a digital expert to understand intuitively that a brand with a Web presence in

Experience

• England needs to use language that differs from the website experience in the United States. Good agencies already know how to customize a brand presence. But successful agencies of the future increasingly rely on tools such as linguistic profiles and DMPs to help clients understand how their customers interact with their brands across websites, social media platforms, search engines and mobile devices from one market to the next — and adapt their branded content for consumers as they travel. The customer experience journey knows no borders. Global agencies will help their clients build connected brands with the everywhere consumer.