Go Logo! A Handbook to the Art of Global Branding

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Determinant 6

Globalization:

The Ultimate War Game

From Chambers Concise Dictionary:

Global: spherical; worldwide; affecting, or taking into

consideration the whole world or all peoples

6

The Google brand is well-recognized globally as the information

hotspot on the world wide web. The brand design changes to

mark holidays and events, but it is consistently recognized.

(Google logos © 2009. Google Inc. Used with permission.)

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Go Logo! A Handbook to the Art of Global Branding120

T

he word “global,” as defined, has a benign, rather abstract feeling to it.

“Globalization,” however, is a strong catch-all word that describes an irrevers-

ible process that has an impact on everything in our lives. Its frequent use in

the media ignites tremendous prejudices and starts many arguments. Is global-

ization good for us? Globalization does help spread the influence of “brands of

meaning” and adds to the complexity of doing business globally or locally.

In a meta-economic sense, globalization

is essentially the process of global conver-

gence. Capital flows to where it earns best

returns. Manufacturing goes where costs

are less or technology represents the best

value. Distribution systems—both bricks and

mortar and online—offer a cornucopia of

products and services. The world might be

dangerous and uncertain, but everyday life

is better for billions of people.

global

economy

environmental

concerns

global marketing =

increased competition

Globalization and

Convergence

diminished

control of global

capital flows

global/local

communication

issues

global clash

of systems

impact of medical

and scientific

breakthroughs

rapid technological

change

cultural blurring

tensions

global political strife

health concerns

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121Twelve Key Determinants to Creating Successful Brands

The New York City–based

Metropolitan Opera is a

globally recognized institu-

tion. (Design: Paula Scher,

Pentagram; Photo: James

Shanks)

A New Old Paradigm

We are once more living in uncertain times,

and in a societal persuasion context, history

may well be repeating itself. We are again

in one of man’s oldest forms of conflict: a

global struggle between “belief systems,”

this time with Islamic terrorist groups bas-

ing their hatred on an extremist version of

traditional Islamic faith.

As we sip our Starbucks, we can’t escape

the reality that we are all now indisputably

caught up in competing societal persuasion

campaigns. Al-Qaeda and other forms of

extremism, confronting us under a variety

of names and branded identities, are per-

haps this age’s ultimate example of negative

emotional branding. The rhetoric is harsh,

and the product promise is fear, death, and

destruction. There is no targeting of hopes

(and certainly not much in the way of man-

aging our fears) from this fanatic societal

persuasion brand.

But there is some good news. An increasing

number of well-organized and well-funded

branded campaigns are beginning to focus

on global wars to wipe out poverty and

eradicate hunger and disease. Creative brand

warriors have an obligation to help clients

very publicly address the issues that threaten

our world.

Global organizations that manage the biggest

and most influential commercial persuasion

brands can lead the way by their actions and

through well-targeted branding campaigns.

The brand message must truly be based on

targeting hopes and managing fears.

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Go Logo! A Handbook to the Art of Global Branding122

The Martell cognac packaging aptly reflects its elegant and

luxurious positioning worldwide. (Design: Dragon Rouge)

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