How to Successfully Build a Multinational Brand
| Author: |
Anna Whiting |
| Published: |
June 12, 2012 |
| Ref. Number: |
V0053 |
| Pages: |
6 |
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Successfully developing and implementing a multinational brand is hard work. But it is easier if you strive for simplicity and clarity in the messaging, take a local approach to implementing it across regions and divisions, and get your senior executives and employees to be active participants in living the brand. In this Viewpoint, Philip Oliver, former EVP of Global Marketing at Fujitsu Services, shares his advice on successfully building a multinational brand while avoiding the common pitfalls.
Key Takeaways
- Start the conversation with employees about your company reputation, then let the discussion evolve into one about brand.
- Take the time to conduct internal and external research, globally and across generations.
- Keep the brand messages clear, simple, and consistent to ensure understanding and use across geographies and cultures.
- The executive team has to display leadership and commitment, not just participation.
- Certain elements of the brand must be centralized, but resident sensitivities and nuances must be recognized in the local deployment of the brand.
- Employees in the field are more likely to act as brand ambassadors if they are included in the process.
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