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How do you win in global marketing? As someone interested in this topic,
you may find the News, Events, Book, Articles, and Case Studies offered below of interest.
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Global Marketing Insight
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Building the Global HSBC Brand
HSBC's brand strategy and image have come a long way since the late 1990's. In those days, says Chris Clark, then head of marketing planning and brand strategy at HSBC Group, the multinational was a 'disassociated group of banks that carried completely different flags around the world'. In 1999, the HSBC brand was non-existent. Only five years later, its value was $8.7 billion. So how did HSBC achieve this turnaround?
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Featured Global Marketing Leader
Silvia Lagnado, CMO of Bacardi
Silvia Lagnado was voted one of the Wall Street Journal's '50 Women to Watch' in 2009. Her global work with Dove, 'Debunking the Myth of Real Beauty' is widely recognized as instrumental to the brand's phenomenal growth over the last decade. With 20/20 hindsight, it's now easy to see why Unilever considered the Brazilian native the best possible person to fill the role of the company's first Global Brand Director. Silvia's directness, passion and transparency about what she knew—and also willingness to admit what she didn't know—quickly convinced her colleagues she was the 'real deal'.
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Global Marketing Podcast
Deepak Chopra interviews EffectiveBrands' Marc de Swaan Arons about the value and challenges of global marketing. |
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The Changing MO of the CMO – How the Convergence of Brand and Reputation is Affecting Marketers Globally
Chris Stutzman, principal analyst in marketing leadership at Forrester, recently spoke at the CMO Club Spring Summit and echoed many findings from the white paper he created for his organization, "CMO Mandate: Adapt Or Perish". According to the research, a staggering 75 percent of marketers plan to re-organize their function by the end of 2011.
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THE GLOBAL BRAND CEO — Building the Ultimate
Marketing Machine
Today almost every marketer works on or competes against a global brand. Think about it; only ten years ago things were very different. This is the first book to specifically focus on what it takes to win in global marketing. Read on for more information and reviews by some of the world's leading CMOs. |
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News
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British Gas and EffectiveBrands win prestigious Marketing Award
British Gas, the UK's largest supplier, and EffectiveBrands won the prestigious Marketing Society Award for Excellence accolade in the "Marketing Organization" category at the annual ceremony in London on 6 June 2011. |
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Update: How to Organize for Social Media
Advocates argue that there has never been a more exciting time to be a brand marketer, and that today's social programs are paving the way for generations ahead. Our discussions with global marketing leaders across all industries indicate that there is now an initial level of confidence about WHAT type of social marketing programs seem to work, but that most global marketing organizations are still very much struggling to make the right decisions about HOW to best organize for Social Media. |
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Events that EffectiveBrands will be contributing to:
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Eurobest
28-30 November 2011 - Lisbon
Since 2008, Eurobest has grown from an awards ceremony for Europe's creative advertising industry to a fully-formed, three-day Festival and Awards Show, celebrating and exploring the best communications solutions from across the continent. |
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EB Team Member Highlight
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Dorit Grueber is a Director at the EffectiveBrands Singapore office. She has over 20 years of strategic marketing experience with a focus on brand building and new product development with roles in Germany and in Asia Pacific. Her love for travel and diverse cultures brought her to Asia, where she has spent most of her career. Dorit has a wide range of working experience including B2C and B2B, from FMCG (Kraft Foods, Sara Lee) to Airlines (JetStar Asia), alcoholic beverages (Asia Pacific Breweries) and publishing (LexisNexis). She is a passionate brand builder and advocate for consumer centric led business and has deep knowledge and experience of how to manage global brands in Asia. She is currently living with her family in Singapore. She has a Business Degree from the University of Cologne, Germany. |
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New: Global Marketing MasterClass
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Increasing global marketing effectiveness has become the contemporary hot–button issue.
EffectiveBrands' Global Marketing MasterClass is the first in-company training specifically developed to focus on what it takes to win in global marketing. The program builds on the ongoing Leading Global Brands™ study and combines a decade of dedicated consulting experience with practical tales from the trenches of senior marketing leaders to offer a simple framework and set of tools to help every global marketer unleash the potential of their global brand and marketing organization. |
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We are Growing: Join the EffectiveBrands Team
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EffectiveBrands is the only marketing consultancy focused specifically on unleashing global marketing potential — in global marketing organizations, global brands and marketing leaders. Our programs and practical tools help marketers build strategy, structure, and capability for profitable growth.
Growing our business at an accelerated pace means that we are constantly on the look-out for experienced marketers with a global perspective. If you think you fit the bill please email us. You'll be welcomed into a diverse, international team that demands, recognizes and inspires only the very best. |
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About EffectiveBrands™
EffectiveBrands is the only global marketing consultancy focused specifically on unleashing global marketing potential. Founded in 2001, EffectiveBrands helps global marketing leaders increase global brand effectiveness with programs and practical tools that build global marketing strategy, structure and capability for profitable growth.
The EffectiveBrands team consists of over 60 international and experienced global marketing consultants and support staff in New York, London, Amsterdam, Singapore, Paris and Tokyo. Our insights and practical solutions are predicated on in-depth global marketing experience, as well as our proprietary Leading Global Brands™ Study. As of 2011, over 250 global brands, 2,500 global marketing leaders and 21,000 global brand marketers and their colleagues contributed to this study.
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