RepostBy @charlesotudor: "#GLOCALBRANDING...
In today's constantly changing world, marked by information overload and increased insecurity, a brand's values, quality and authenticity are more important than ever.
Consumers yearn for meaningful and reliable relationships with their brands.
There are six key drivers that contribute to global brand success:
1. A highly compelling brand promise :
BMW has been building its global brand on the same consumer promise for over 50 years: offering "the ultimate driving machine.
It is mission-critical that the actual products and services brought by the brand actually deliver on the brand promise and delight the consumer with a great experience.
2. A powerful insight:
Global brands capture our attention through their insights, unlocking not only our minds but also our hearts.
Kraft's Oreo cookies had the insight that kids enjoy drinking milk with their cookies.
3. Closure power :
Billion-dollar brands are generally great at closing the sale and convincing us to choose them.
FidelityBank has consistently played up and lived out its promise “ We are Fidelity,we keep our words”.
4. A contemporary feel :
Heineken over the past few years launched exceptional brand projection that played into popular television shows and were highly watchable and shareable through social media.
5. A consistent brand promise that is continually renewed :
Inconsistency is truly a brand's worst enemy. Volvo is a classic example of a brand that got it right. The brand was built on safety for families for decades. Its commitment to safety positioning has permeated into all aspects of their offering, from product design to advertising.
6. Cultural relevance :
Guinness is a great example of a brand that has adapted its core positioning of bringing out your inner strength to its target markets.
Globally,the brand relies heavily on its proud, Irish heritage and over 200 years of brewing excellence.
These are all examples of global brands that are driven by a higher purpose that is pervasive throughout the brand touchpoints.
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#GlocalBranding #BrandStrategy #BrandProgression
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