New Brand Leadership: Managing at the Intersection of Globalization, Localization and Personalization, 1st edition

New Brand Leadership delivers the first complete, proven blueprint for organising and executing on global brand marketing. It reflects the authors’ 50+ years of combined experience driving global brand leadership and measurable results across a wide range of industries, at companies ranging from Mars to Nissan, IHG to YUM! Brands.

Larry Light and Joan Kiddon show how to drive value by successfully managing at the intersection of globalisation, localisation, and personalisation. They introduce Arcature’s proven Collaborative Three Box Model, guiding you step-by-step through creating brand vision, defining brand framework, bringing your brand to life, and then measuring your performance.

They offer specific, high-value recommendations regarding cultural change, organisational responsibilities, structure, metrics, and much more. You’ll find proven solutions to tough real-world global branding challenges, including managing tensions between global and local, central and regional, and brand leadership vs. brand management.

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