the ceo magazine, branding,
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.


~~I was recently asked a common question during a Q&A. “What is a brand?” Believe it or not, I get asked this question all the time, simply because the word “brand” carries with it many different definitions. Depending on what one does for a living, what they’ve heard, what they’ve learned, or how they perceive their own “brand” the word has different meanings to different people. Some common definitions of brand are: a logo; a company; a product; a jingle; a trademark. Others think branding is advertising and marketing.

Jeff Ericson, Founder, RubyRide

Whether you operate a small, medium or larger business, one thing is certain – you have got to start off on the right foot researching your competitive landscape to survive. In starting any business, the minimum time you should assess the competitive landscape and work on your business plan is at least two years. In my own business, the transportation industry, prior to launching my service, I spent over two years researching, and working with local transportation departments and the city of Phoenix prior to launching.



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