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Global-Branding - Coke-Can

5 Examples of Powerful Global Branding in Action

Image by Pixabay

In the 1980s, only a handful of brands, such as Coca Cola and IBM, ruled the global stage. However, as the internet continues to lower the barriers to entering new markets, an increasing number of companies are able to achieve this level of influence.

Today, building a global brand requires a lot more than simply translating your website into different languages. The most successful companies understand that consistent and universally appealing messaging has to be combined with an understanding of local culture and tastes – a tactic that’s known as a ‘glocal’ strategy.

Here are five examples of powerful global branding in action. Read more

Storytelling + Lovemark = Success?

Each day feels like the same. You wake up, get a shower, put your suit, close the door, grab a coffee, walk few minutes to take the tube, wait, change, wait, walk few blocks and finally open the door of your office. The story could stop here but you also go for fast food for lunch, probably check your Facebook account 2 or 3 times on your mobile, talk with your colleagues, buy some useless things on your way back home, open the door of your flat and finally sit down to watch some TV before going to bed.

Now is where the real story starts…

Which shower gel have you used? designer are you wearing? coffee have you drank? fast food have you eaten to? mobile phone are you using? TV show are you watching? If among your answers, there is Apple, Starbucks, McDonalds or Oprah, then according to Kevin Roberts (CEO of Saatchi & Saatchi) you are being exposed to some of the most powerful lovemarks present on the market. The main difference between “brands” and “lovemarks” is that you buy a brand but you love and adhere to a lovemark. That’s what lovemarks are all about, make you part of something, feel good and escape the reality for an instant or more. Read more