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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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We dedicate this book to the Mars family—Forrest Mars Jr., John Marsand Jackie Mars, as well as the senior executives Howard Walker andClaude-Elliott Herman—who offered us the first opportunityto work as global brand marketers.

Not only were they passionate about their brands, but they hadthe foresight and vision to lead the way in addressingglobal marketing challenges and opportunities.

Working with Mars, Inc., as our first global client, we beganto craft many of the ideas that have evolved into ourenduring principles for global brand management.

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