New Brand Leadership: Managing at the Intersection of Globalization, Localization and Personalization - Couverture rigide
Synopsis
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.
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À propos de l?auteur
Larry Light is the Chairman and CEO of Arcature. Larry was Global CMO of McDonald’s from 2002 to 2005. More recently, as the interim Global Chief Brands Officer of IHG from 2011 to 2013, Larry led global organizational and marketing process change to increase the effectiveness of IHG’s global and local marketing. Light was formerly the Executive Vice President at BBDO and was Chairman and CEO of the international division of Bates Worldwide and was also a member of the Bates’ Board of Directors. In 2004, Brandweek selected Larry as one of the top ten marketers of the year and McDonald’s won “Marketer of the Year” from Advertising Age. In its report on Best Marketers of the Decade, AdWeek reported that “Larry Light, who turned around McDonald’s as CMO from 2002 to 2005 finished second to Steve Jobs.” Summarizing the top ten ideas of the decade, Ad Age selected Larry Light’s “Brand Journalism” as “arguably the most realistic description of marketing today--perhaps ever.” In 2013, in partnership with the Association of National Advertisers, the Internationalist recognized Larry among 100 marketing leaders from around the world who are consistently moving business forward.
Joan Kiddon is President and COO of Arcature. Joan began her career in 1976 as a market researcher at BBDO Worldwide in New York. In 1978, she moved into Account Management. She was the head of marketing and market research for BBDO West, Los Angeles, from 1980 until 1986. In 1990, she joined Arcature. Joan consulted to McDonald’s during its brand turnaround from 2002 until 2005. Kiddon with Light consulted to IHG from 2010 to 2014. Joan Kiddon is the co-author of Six Rules for Brand Revitalization: Learn How Companies Like McDonald’s Can Re-Energize Their Brands.
À propos de la quatrième de couverture
A Breakthrough Framework for Building Winning Global Brands
• Make your brand globally consistent, locally relevant, and personally differentiated
• Define your brand vision…then successfully plan, execute, and measure
• Reflects decades of brand leadership experience at Mars, Nissan, IHG, YUM! Brands, and other global leaders
Globalization, localization, and personalization are transforming the pathways to brand leadership. Unprecedented opportunities exist in today’s volatile environment, but only for marketers who can organize and execute in radically new ways. In New Brand Leadership, two world-renowned brand marketers show how to leverage those opportunities by building brands that are globally consistent, locally relevant, and personally differentiated.
Arcature’s Larry Light and Joan Kiddon provide the first complete, integrated, and flexible model for marketing effectively and efficiently in fast-changing global markets. Drawing on 45+ years of experience on all sides of the table—client, agency, and consultant—they help you overcome difficult obstacles ranging from organizational structure to “mindset.”
Weaving together issues ranging from interpersonal relationships to Big Data, they offer solutions that fully reflect the trends, forces, and perceptions you face as a global marketer. From vision to metrics, you’ll learn what to change—and, more important, you’ll learn how to change it.
Global Marketing Today: New Contexts, New Paradoxes, New Customers
Older and younger… more individual and inclusive… more mobile, less trusting
The Collaborative Three-Box Model for Global Brand Marketing
How to organize, what to do—and what to stop doing
Refreshing the Enterprise to Sustain Stronger Global Brands
Gaining alignment for action and measuring your Progress
Frameworks and Freedom, Coherence and Creativity
Pulling it all together, both regionally and worldwide
Larry Light and Joan Kiddon deliver a complete, proven blueprint for organizing and executing on global brand marketing. 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 measuring your performance. They share powerful techniques for maximizing value by integrating and balancing globalization, localization, and personalization.
You’ll find high-value recommendations on culture, structure, metrics, and managing the organizational tensions inherent to global marketing: centralized vs. regional, global vs. local, and brand leadership vs. brand management.
Light and Kiddon have spent their careers building thriving global brands in one industry after another. The lessons they’ve learned are indispensable. This book distills those lessons, organizes them, and helps you put them to work.
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