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Today’s marketing leaders are incentivized to seek the economies of globalized branding strategies. Global unity requires compromise, collaboration and a type of participative decision making that seems to run counter to marketing to the always-on ‘consumer’, driving an insatiable need for marketing with speed, authenticity and scale. Whilst many global consumer companies have decentralized marketing accountabilities, the pressure on marketing spend, the proliferation of digital channels and the organic spread of content creates the perfect conditions to unify the central premise: the brand Purpose. Here are three incredibly simple, yet fundamentally large shifts to help global brands to win in local markets. Full story

13 January