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

Introduction

This is an exciting and transformative time to be in marketing. The energy and innovativeness of marketing can create and tackle the dynamics of our shifting and shaking environment to become the central power of brand-business management. Many of the important factors that are changing our world are also affecting the way we build and manage brands.

First, three forces—globalization, localization, and personalization—are increasing simultaneously. To be winners, brands must learn to leverage all three of these powerful energies to their advantage. The world is increasingly connected, but relevant regional differences cannot be ignored, and personalized experiences build preference whether delivered by humans, by technology, or through ...