How to run global brands by Rob Malcolm
Leave a Comment » | 822 Views | 0 Comments » |
In our 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) gives advice on how best to run Global Brands.
“Global brand management is all about figuring out the sweet spot and the nuances behind what’s global and what’s local. And unlike what a lot of people say, I believe it’s about thinking local, and acting global…With Johnnie Walker, we worked hard to get the right strategy, and once we nailed it we activated it the right way at scale across the globe. To see the transformational value of that when you get it right is fantastic.”
Leading Marketers’ quotes – The Global Brand CEO, by the founders of EffectiveBrands Ref p131.
Posted: December 5th, 2011 | Author: will.armstrong | Filed under: Global Brand CEO | Tags: Diageo, Effective Brands, Global Bradns, rob malcolm, The global brand CEO | Leave a Comment »
Leave a Reply