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…

Podcast Interview with Kathleen Carroll, President of the Branding Clinic

MDE19: Turning insights into dollars & cents Kathleen Carroll is President and Chief Branding Strategist at The Branding Clinic, which has the stated mission "to unearth consumer insights for Fortune 500 companies to help their brands achieve double-digit or higher growth." With a powerful background in branding, where she worked with P&G, Heinz and CNBC (as…

How to avoid marketing blunders: Market research needs more SEARCH before looking for answers

Despite access to so much research, not all data is collectable At Newark airport, about 10 minutes before boarding recently, I was asked to fill in a written questionnaire.  The woman who recruited me was nice enough.  The ideal respondent had to speak French.  I fit the bill.  Only, the questionnaire was 8 PAGES LONG! …