Larry Light and Joan Kiddon, Authors, New Brand Leadership: Managing at the Intersection of Globalization, Locatlization, and Personalization

The world is becoming more global, more local, and more personal all at the same time. How business leaders manage global brands must now change to address the collision of these three forces.  Global marketing has evolved from central standardization (One-Box Model), to Think Global. Act Local. (Two-Box model or the hand off of global thinking to regions for implementation). It now needs to further evolve to a new Collaborative Three-Box Model. The Collaborative Three-Box Model is more than a change in how we market our brands. It is a culture change based on shared responsibility. It is a construct, a platform for strategies, metrics, and actions that address both global brand necessities and regional expressions that make the brand relevant at the regional, local, and personal levels.