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

Conclusion: Moving Forward

“Would you tell me, please, which way I ought to go from here?”

“That depends a good deal on where you want to go to,” said the Cat.

“I don’t much care where—” said Alice

“Then it doesn’t much matter which way you go,” said the Cat

“As long as I get somewhere,” Alice added as explanation

“Oh, you’re sure to do that,” said the Cat, “if you only walk long enough.”

—Alice in Wonderland¹

As we began in the Introduction, The Collaborative Three-Box Model is a new marketing approach, discipline, and mind-set. The learning in this book reflects the global work we have been involved with for many clients over many years across many industries. We helped to institutionalize some of the precepts and methods such as Brand Framework, ...