How to run global brands – By Rob Malcolm
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In our new weekly extract from EffectiveBrands book The Global Brand CEO, by the founders of EffectiveBrands, Rob Malcolm, president global marketing, sales and innovation, Diageo (1999-2008) discusses how best to run Global Brands.
“How do you actually run brands, with the kind of scale that exists in multiple markets? Recognising it simply won’t work to just jam one thing down everybody’s throat but at the same time, if all you did was go to the lowest common denominator, there is no way that you can make money and run a business and make any sense of out of it. So, that’s when my curiosity about finding a better way, a good way of doing this, began to occupy my mind.”
Leading Marketers’ quotes – from The Global Brand CEO, EffectiveBrands, Ref p39
Posted: October 31st, 2011 | Author: will.armstrong | Filed under: Global Brand CEO | Tags: effectivebrands, Global Brand CEO, Global Marketing, rob malcolm, Sales and Innovation | Leave a Comment »
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