Global Marketing Operations Management – Global Brand Consistency vs. Local Relevance

I’ve been speaking with a number of our clients lately and I am hearing a common theme – “How do we manage the tension between global brand consistency and local relevance?”

Most Brands run numerous global marketing campaigns that start with a single message, but what is the best way to convey that message in each country in which the company operates? This leads to many follow on questions:

• Who makes the final decision on what goes live in each country?
• What is the process by which campaign assets are localized and produced?
• How are brand guidelines defined in a manner that is relevant for each market?
• And so on

In talking through these questions I’ve started using a 2X2 to help frame the high level conversation.  Which quadrant does your company fall into?  How will you move from there to the desired quadrant?

Please share where your company is at in the comments section.  We are also launching a research effort with the CMO Council to survey companies on this topic.  Please click on the contact author link under my picture if you would like to be included and receive a copy of the results.

Click the link to learn more about global marketing operations.

Check out another blog post on the subject!