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New Brand Leadership: Managing at the Intersection of Globalization, Localization and Personalization

Book Description

New Brand Leadership delivers the first complete, proven blueprint for organizing and executing on global brand marketing. It reflects the authors’ 50+ years of combined experience driving global brand leadership and measurable results across a wide range of industries, at companies ranging from Mars to Nissan, IHG to YUM! Brands.

Larry Light and Joan Kiddon show how to drive value by successfully managing at the intersection of globalization, localization, and personalization. They introduce Arcature’s proven Collaborative Three Box Model, guiding you step-by-step through creating brand vision, defining brand framework, bringing your brand to life, and then measuring your performance.

They offer specific, high-value recommendations regarding cultural change, organizational responsibilities, structure, metrics, and much more. You’ll find proven solutions to tough real-world global branding challenges, including managing tensions between global and local, central and regional, and brand leadership vs. brand management.

For wide audiences of C-suite and other current and prospective business leaders; HR officers, marketing executives and agency professionals, top executives, business leaders, prospective business leaders, and MBA/executive MBA students.

Table of Contents

  1. About This eBook
  2. Title Page
  3. Copyright Page
  4. Dedication Page
  5. Contents
  6. Acknowledgments
  7. About the Authors
  8. Introduction
  9. Part I: The Changing Context for Global Brand Marketing
    1. 1. Overview: A New Approach to Global Marketing
      1. Raising the Issues
      2. The Globalization of Marketing
      3. Localism
      4. Personalization
      5. Game-Changers
      6. Changed Perception of Value
      7. Trustworthy Brand Value
      8. Build Trust
      9. The Collaborative Three-Box Model
      10. Creating the Metrics
      11. Plan to Win
      12. Gaining Alignment: Overcoming the Negatives
      13. What Can I Do Differently?
      14. Aligning for Action
      15. Brand Journalism
      16. Making The Collaborative Three-Box Model a Reality
      17. Endnotes
    2. 2. Globalization, Localization, Personalization
      1. We Are Already Affected by the Three Forces
      2. The Collision of Three Forces
        1. Globalization
        2. Localization
        3. Personalization
      3. Personalization and Privacy
      4. Implications for Organizational Structure
        1. Organized Leadership
      5. How We Define Leadership
        1. Cross-Functional Teams (CFTs)
        2. Alignment
      6. Global, Local, and Personal Implications for Brand Management
      7. The Role of the Three Forces
      8. Endnotes
    3. 3. Game-Changing Trends
      1. Future-Proofing Your Brands
      2. Game-Changing Trends as Problems
        1. 1. The Demographic Conundrum
        2. 2. The Challenges of Rising Personalization
        3. 3. The Paradox of the Age of I
        4. 4. The Puzzling Changes in the Definition of Family
        5. 5. The Quandary of the Decline of Trust
      3. Trends and the Forces of Globalization, Localization, and Personalization
      4. Opportunities
        1. 1. Opportunity: Demography
        2. 2. Opportunity: Personalization
        3. 3. Opportunity: The Age of I
        4. 4. Opportunity: Families
        5. 5. Opportunity: Trust
      5. Endnotes
    4. 4. New Definition of Brand Value: Trustworthy Brand Value
      1. What Is Value?
        1. Value Is Customer Defined
      2. Price Segmentation
      3. Quality
      4. The Evolution of Value
      5. Social Benefits
      6. Trust as a Multiplier
      7. One-Think Shopping
      8. Need for Simplicity
      9. Deal Loyalty versus Real Loyalty
      10. Endnotes
    5. 5. Build Brand Trust
      1. Trust in a World of Distrust and Mistrust
      2. Definitions of Trust
      3. Two Kinds of Trust
        1. Brand Trust
        2. Organizational Trust
      4. Trust and the Value Equation
      5. Trust Capital
      6. Corporate Social Responsibility
      7. Right Results the Right Way
      8. A Strong Corporate Brand
      9. Endnotes
  10. Part II: The Collaborative Three-Box Model
    1. 6. The Evolution of Global Marketing and The New Collaborative Three-Box Model
      1. Organizational Implications
      2. The One-Box Model: Global Standardization
      3. The Two-Box Model: “Think Globally. Act Locally.”
      4. The Matrix
      5. Management and Manager
      6. Leadership and Leader
      7. Putting the Right People in the Right Places
      8. Results Are Local
      9. Responsibility: Global or Local
      10. Sharing
      11. The Collaborative Three-Box Model
      12. The Kinship Economy
      13. Guided Decentralization
      14. Is It Federalism?
      15. Endnotes
    2. 7. The Collaborative Three-Box Model: Box 1—Create the Brand Vision
      1. Begin with the Corporate Strategies and Ambition
      2. Cross-Functional Teams (CFTs)
      3. Box 1: Defining the Brand North Star
      4. The Four Steps of Box 1
        1. 1. Situation Analysis
        2. 2. Trends
        3. 3. Market Segmentation
        4. 4. SMART Objectives
      5. Making Box 1 Work
        1. 1. Make It Everyone’s Job to Take Responsibility
        2. 2. Make Sure That Your CFT and Your Enterprise Become a Learning Organization
        3. 3. Stay Positive When the Killer Questions Are Raised About Your Synthesized Trends
        4. 4. Ensure That the Situation Analysis Will Be Updated Each Year
        5. 5. Market Segmentation Is a Market Fundamental
      6. Lessons Learned: Box 1
        1. Lesson One: Avoid the Wholesale Importing of Concepts with No Adaptation
        2. Lesson Two: Avoid Analysis Paralysis
        3. Lesson Three: Use Occasion-Based Needs Segmentation as a Brand-Building Tool
      7. Endnotes
    3. 8. The Collaborative Three-Box Model: Box 2—Define the Global Brand Plan to Win
      1. 1. Brand Pyramid
        1. How to Create a Brand Pyramid
      2. 2. Brand Promise
      3. 3. Brand Lotus Blossom
        1. Not a Slogan
        2. The Guiding Principles
        3. Lotus Blossom
      4. 4. Brand Framework
        1. Freedom within the Framework
      5. 5. Brand Book
      6. 6. Global Brand Plan to Win
        1. Making Box 2 Work
        2. Lessons Learned: Box 2
      7. Endnotes
    4. 9. The Collaborative Three-Box Model: Box 3—Bring the Brand to Life
      1. Not a Hand-Off
      2. Decision Rights
        1. 1. Local Brand Ambition and SMART Objectives
        2. 2. Local Total Brand Experience
        3. 3. Local Problems and Solutions
        4. 4. Local Brand Plan to Win
      3. Brand Journalism
        1. A Little Background
      4. Making Box 3 Work
        1. 1. Trust Regional Brand Leadership to Localize and Personalize Well
        2. 2. Let the Regions Take Accountability for Delivering the Local Brand Experience
        3. 3. Support the Brand Journey at All Its Stages
      5. Lessons Learned: Box 3
        1. Lesson One: Manage the Hand-Off Mentality
        2. Lesson Two: Meet the SMART Objectives
      6. Endnotes
  11. Part III: Refreshing the Enterprise
    1. 10. Building a Brand Business Scorecard
      1. Bigger
        1. Familiarity
        2. Penetration
      2. Better
        1. Brand Reputation
        2. Overall Satisfaction
      3. Stronger
        1. Brand Preference Ladder
        2. Trustworthy Brand Value
        3. Trust
        4. Brand Power
      4. Additional Considerations
        1. Five Action Ps
        2. Say Goodbye to Norm
      5. Endnotes
    2. 11. How Does It All Come Together in an Effective Plan to Win?
      1. Build Real Loyalty, Not Deal Loyalty
      2. Consider Both the Long Term and the Short Term
      3. Make the Brand Plan to Win a Force for Alignment
      4. Measure Performance
      5. Evaluate the Five Actions Ps
      6. Endnotes
    3. 12. Breaking the Bad Habits That Inhibit Brand Building
      1. Complacency
      2. Change for the Sake of Change
      3. Financial Engineering as a Growth Strategy
      4. Cost-Managing the Way to Profitable Growth
      5. Focusing on Customers You Do Not Have at the Expense of Customers You Do Have
      6. Failing to Keep the Brand Relevant
      7. Price Segmentation Instead of Market Segmentation
      8. Thinking the Lowest Price Is the Same as the Best Value
      9. Failing to Instill a Quality Mind-Set
      10. Silo Mentality
      11. Focusing on the Short-Term Rather Than Creating a Short-Term/Long-Term Strategy
      12. Not Sharing Across Functions, Geographies, and Brands
      13. Believing the Regions Are Not as Sophisticated as the Center
      14. Believing That Brand Management Is All About Marketing Communication
      15. Allowing Data to Decide
      16. Endnotes
    4. 13. Guiding Principles
      1. 1. Define the Common Ambition
      2. 2. Clarify Roles and Responsibilities
      3. 3. Realize That Brand Leadership Is Global; Brand Management Is Regional/Local
      4. 4. Build Trustworthy Brand Value
      5. 5. Establish Cross-Functional Teams
      6. 6. Acknowledge That Great Ideas Do Not Care Where They Come From
      7. 7. Share the Knowledge
      8. 8. Implement Brand Journalism
      9. 9. Build Trust Capital
      10. 10. Institute a Brand Business Scorecard
      11. 11. Allow Freedom within the Framework
      12. Endnotes
  12. Conclusion: Moving Forward
    1. Endnotes
  13. Index