the making of a global brand_pr congress 2016_isentia
TRANSCRIPT
The making of a global brandRichard Spencer@spence7zero
22 September 2016
“Brand is not a product, that’s for sure; its not one item. It’s an idea, it’s a theory, it’s a meaning, it’s how you carry yourself. It’s aspirational. It’s inspirational.” Kevin Plank
$2.09
$2.09
$0.65
$2.09
$0.65
$1.44
Brand value per tin of Heinz baked beans
Think globallyAct locally
Multilingual logo variants
Speak globallyAct locally
How to build a global brand
• The same positioning worldwide
Adapted from HBR, 16 October 2007
How to build a global brand
• The same positioning worldwide
• The company name is the brand name
• Create a global club
Adapted from HBR, 16 October 2007
Uber’s disruptive business model
• Quick and reliable ride booking – GPS and mapping technology
• Transaction convenience and simplicity –Mobile Payments
• Driver Feedback – Improved Experience
• Make influential friends• Pick a fight!
A local club in each city
“As we started expanding, it became clear that individual cities were the unique factor in our launches. Each city is unique in its transportation pain points, its density, its transportation alternatives, regulation, even its transportation culture.”Travis Kalanick, Uber co‐founderWe’re going global with big funding
#uberpuppies
#uberpuppies
#uberpuppies
#uberpuppies
#uberpuppies
How to build a global brand
• The same positioning worldwide
• The company name is the brand name
• Create a global club
• Tell compelling stories
Adapted from HBR, 16 October 2007
#onelessstranger
• Create a world where people can belong anywhere• Rid the world of strangers• $10 gift to 100,000 Airbnb community members• One act of hospitality for a stranger• Document it and upload with the hashtag• 3 million engagements in 3 weeks
"I continue to be in awe of Airbnb ‐ harnessing technology not only to bring much needed accommodation to but also helping to flatten the world, one booking at a time.” Paul, Airbnb member
Global leadership
• Share best practice across countries;– Remote connectivity, physical conferences
• Encourage common planning processes;– Standard strategic planning framework
• Assign ‘glocal’ accountabilities; and– Determined focus
• Implement them!– Always a work in progress
