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Local, global, or glocal: Brand Governance Report

Global brands grow faster than local brands. Download our in-depth report to learn about governing global brands: Read compelling case studies, explore agency-brand operating models for success, and find strategies to anticipate and overcome challenges.

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In close cooperation with experts from agencies and companies, future trends and practice-oriented success models were evaluated for this report.

The report: Table of contents

Brand governance: Why now?

Why has brand governance risen to the top of the agenda for global marketers and agency networks?

Global brand: The theory

Three frameworks for organizing global brands, conditions for adoption, and the pros and cons of each.

Best practice examples

How brand governance works in real life given the complexities, the cultural differences, and today’s work environments.

Preparing for the future

Three trends and how technology can help navigate them.

The contributors

We invited industry experts to share practical learnings and highlight trends and model success.

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It pains me to see so many assets created that never get used. We all need to work harder to deliver a more efficient ecosystem.

Caitriona Henry — Global Brand Strategy Lead at OMD

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Heineken illustrates how its two approaches to global brand governance contrast, and how it treats the larger and the smaller brands to achieve creative excellence and efficiency.

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Bosch discusses how it has set itself up for a future-proof and seamless user experience for employees and partners alike with a flexible platform that connects to other systems.

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Nestlé shares insights about the framework for its global community of brands, marketers, and brand builders and how it imposes new ways of working to ensure governance in each market.

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Coca-Cola shares the story about the successful localization of its “Share A Coke” campaign and how it adapted to the cultural differences of regional markets.

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Unilever shows how it executes brand building via a three-tier system using a mixture of agencies familiar with local nuances to create campaigns that succeed in all regional markets.

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If you have the mindset to identify similarities, you can create scalable solutions. Ideas travel. Executions don’t.

Antonis Kocheilas — Global CEO at Ogilvy Advertising

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