the route from local to global
DESCRIPTION
A presentation by Brant Long from Jones Lang LaSalle and Jens Lundgaard from Brandworkz.TRANSCRIPT
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“To protect and to serve” Turning brand managers into asset managers
Brant LongGlobal Brand Director15 March 2012
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15© Hotnacho on Flickr© Simon Sait on Flickr
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My strategic imperatives
• Modernise marketing
• Go global
• Build (and differentiate) our brand
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Brand attribute mind map
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‘It would be great to see what others are doing’
‘I couldn’t find what I was looking for’
‘Do we have to use these images?’
‘Boring’
‘When are we getting new templates?’
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Three challenges
1. Location
2. Location
3. Location
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Asset management system requirements
1. A place
2. Less friction
3. Keep it fresh
4. It looks like us
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The journey
• Local
• Fragmented
• Coax and cajole
• Global
• Selectively centralised
• Command and control
ToFrom
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The journey
• Local
• Fragmented
• Coax and cajole
• Brand police
• Brand management
• Global
• Selectively centralised
• Command and control
• Brand champions
• Asset management
ToFrom
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Redefine ROI*
• Culture- Allay fears of digitisation and globalisation- Revitalise the teams- Create a community- Recognise and celebrate
• Quality- Use the power of pictures- Stimulate and set free- Do fewer things better
* Return on intangibles
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