6 04, 2016

Moving Beyond Silos: The Making of a World Class Global Marketing Professional

By |2016-04-09T17:51:51+00:00April 6th, 2016|Tags: , , , , , |

Welcome to the kickoff of Brand2Global's updated 2016 Brand Insights by Dr. Nitish Singh , Associate Professor International Business & Director Program Innovations at the Boeing Inst. of International Business, St. Louis University and Co-Organizer of Brand2Global Conference. In the 20th century, we realized the full effects of the Industrial Revolution, with accelerated industrial production and urbanization, followed by a boom in global population (as witnessed with the population growth of almost 400 percent!) However, it looks [...]

17 08, 2015

A Guide To Globalisation: Balancing Global Messaging With Local Relevancy

By |2015-08-19T12:45:48+00:00August 17th, 2015|Tags: , , , , |

For global organisations, embracing market diversity, attitudes, and cultural preferences has long since ceased to be a ‘nice to have’ element that sat passively behind the global brand strategy; it is now an essential part of any brand program. The rise of ‘glocal’ (global vs local) campaign preparation and localisation has become the imperative.

5 07, 2015

Digital Listening Is Expected – Global Understanding Is Required

By |2015-07-05T14:02:49+00:00July 5th, 2015|Tags: , , , , |

This is an excerpt of the full article by Bruno Herrmann, Director of Globalisation for The Nielsen Company, published on BrandQuarterly.com. Digital is global by nature, not by default. This could be the mantra or the one-line manifesto for leaders having to deal with digital globalization today. Any digital property can give a business and a brand the needed global presence to reach out to most of the world. Yet it is up to you [...]

20 08, 2014

Going Beyond Borders And Boundaries

By |2014-09-25T17:10:22+00:00August 20th, 2014|Tags: , |

This is an excerpt of the full article by Bruno Herrmann,  Director of Globalization at The Nielsen Company, published in the Brand Quarterly & Brand2Global 'Global Marketing' Special Edition. “The rest of the world” has to become “most of the world” in today’s global marketing mindsets and practices! Another executive statement that is easier said than done… For global audiences, the world is a global village.  For globalizing clients it is a global marketplace.  For [...]