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New Brand Leadership: Managing at the Intersection of Globalization, Localization and Personalization by Larry Light, Joan Kiddon

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11. How Does It All Come Together in an Effective Plan to Win?

Yes, there are two paths you can go by

But in the long run there’s still time to change the road you’re on

—Led Zeppelin1

There is a pathway to global brand success. The common Ambition, Plan to Win, Brand Framework, Freedom within the Framework, and Brand Business Scorecard are the critical elements that bring The Collaborative Three-Box Model to life. They are the ingredients that help ensure there will be global brand coherence with local relevance. This marketing approach is designed to make certain the Ambition and Plans lead to actions producing measurable results. The process requires the discipline to ensure that the global teams will not dominate the thinking or put straightjackets ...

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