Living the brand within a corporation

There is corporate strategy, then there is brand strategy. There are corporate communications and corporate shareholders; then there are employees and customers. There are corporate values, policies and procedures and then there is innovation, digital and customer centricity... There are corporate positions and responsibilities. And then, there are people. How are they living the brand?…

The myth of global marketing and what to do about it

As a startup or an SMB, the issues of "centralized" branding and global marketing are not even on the radar.  But, as companies get bigger, the natural tendency is to centralize the global marketing function.   Whether it is L'Oreal, Procter & Gamble, Chanel, Samsung or Apple (i.e European, Asian or USA), all multinationals will…