- Raising the Issues
- The Globalization of Marketing
- Changed Perception of Value
- Trustworthy Brand Value
- Build Trust
- The Collaborative Three-Box Model
- Creating the Metrics
- Plan to Win
- Gaining Alignment: Overcoming the Negatives
- What Can I Do Differently?
- Aligning for Action
- Brand Journalism
- Making The Collaborative Three-Box Model a Reality
Aligning for Action
To sum up our thinking, we focus on organizational alignment. People need to be in agreement embracing the changes. The Collaborative Three-Box Model applies to all functions, not just marketing. Although it is in essence a marketing approach, because it deals with brands, all functions will at some point participate. Making acolytes out of acceptors is the only way to create winning brands.
Following a speech at the Association of National Advertisers in March of 2013, we introduced The Collaborative Three-Box Model in an article for the Journal of Brand Strategy in the Summer 2013 issue.13 After its publication, David Aaker reported on the article on his blog. David is a best-selling brand-business author, a respected professor, and a recognized authority on brand management. He said,
- “A key device to carrying out this change will be a cross- functional and cross-geographical team that will be able to work in a defined context to provide inclusion for local brand teams.... Another is the concept of a matrix organization.... Matrix roles are not easy to make work. But, according to Larry, they are a fact of life in the global organization.
- Larry has clearly indicated that a shared responsibility should be the end goal of global brand strategy teams. It makes sense, but making it happen might not be easy.”14