New Brand Leadership Managing at the Intersection of Globalization, Localization and Personalization

New Brand Leadership delivers the first complete, proven blueprint for organizing and executing on global brand marketing. It reflects the authors’ 50+ years of combined experience driving global brand leadership and measurable results across a wide range of industries, at companies ranging from Mars to Nissan, IHG to YUM! Brands.

Larry Light and Joan Kiddon show how to drive value by successfully managing at the intersection of globalization, localization, and personalization. They introduce Arcature’s proven Collaborative Three Box Model, guiding you step-by-step through creating brand vision, defining brand framework, bringing your brand to life, and then measuring your performance.

They offer specific, high-value recommendations regarding cultural change, organizational responsibilities, structure, metrics, and much more. You’ll find proven solutions to tough real-world global branding challenges, including managing tensions between global and local, central and regional, and brand leadership vs. brand management.

Larry Light is Chairman of Arcature, LLC, a management consulting company that advises companies on creating, building, and managing both global and local brands. He brings unsurpassed experience on transforming ideas into action as an advertising agency executive, consultant, agency client, expert witness, author and speaker at the highest levels of global enterprise. He served as Executive Vice-President responsible for Marketing and Media Services at BBDO; and as a member of both the Board and of the Executive Committee. At Ted Bates Advertising, he was the executive responsible for all Mars, Inc., activities worldwide; and was promoted to Chairman, Chief Executive Officer of the international division of Bates Worldwide; and member of its worldwide board. As a client, he had direct and intimate involvement in McDonald’s 2002 brand turnaround, serving as the firm’s global CMO. More recently, he served as interim Chief Brands Officer to guide the restructuring of global marketing at IHG.

Joan Kiddon is President and COO of Arcature, LLC. She consulted on McDonald’s key strategic projects during its 2002 brand turnaround. Kiddon began her marketing career at BBDO in New York, moving to BBDO/West in Los Angeles where she served as Director of Market Research. After several years as an independent consultant, she joined Arcature, LLC in 1991.

Light and Kiddon are co-authors of Six Rules for Brand Revitalization.

1. Introduction

2. The Game Changing Trends

3. Globalization, Localization, Personalization

4. The Evolution Of Global Brand Marketing And The New Collaborative Three Box Model

5. The Collaborative Three Box Model

5A. Box 1 – Create The Brand Vision

5B. Box 2 – Define the Global Brand Framework

5C. Box 3 – Bring the Brand to Life

6. Building a Brand Business Scorecard

7. Conclusion: Moving Forward

A complete blueprint for successful global brand marketing, drawing on 50+ years of in-the-trenches experience at the highest levels of global enterprise.

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