Secrets of Maintaining Global Brand Consistency

Huge question to ask – why Coke, Nike, McDonald’s, Apple can be consistent in the brand image delivery and campaign quality whilst other brands are seen differently and positioned differently across different markets?

Problem with their marketing talent who work on the brands? Or there isn’t a strong organisational framework or communication control over operations in markets. So is it a better option to be a ‘communist’ (centralising the power and budget so we can force markets to do whatever we day) or a ‘democrat’ (allowing local creativity to shape the brand)? Or a bit of both, if so how do we find the balance, how do we make sure culturally relevant elements would not harm the brand? It’s easier said than done.

Here‘s a good article to read. Hope we all find some inspirations.


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