- 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
Making The Collaborative Three-Box Model a Reality
The Collaborative Three-Box Model is more than a marketing approach. It is a process change, a mind-set change, an organizational cultural change. When an organization follows the principles and steps of The Model, global brands can maximize being globally coherent, locally relevant, and personally unique.
It is not easy. It is not a simple, centralized brand dictatorship where the center disseminates thought and action. Nor is it a two-step, partitioned “Think globally...Act locally...” hand-off of responsibilities. The Model levels the playing field between global and regional teams by maximizing their proper roles and possibilities.
The global brand winners will be the ones that build great global brands that are locally relevant and personally differentiated. Our shared responsibility Model provides marketing muscle so organizations can have brand strength and power to compete both effectively and efficiently.