building a global brand while maintaining a local character
TRANSCRIPT
Around the world: Building a global brand while maintaining local character
Marlene De Koning
Senior Solutions
Consultant & Team
Lead
Carole Michaud
Senior Talent Brand
Consultant
Competition
Taste
Laws
Experience Promotion
cc: i k o - https://www.flickr.com/photos/37182073@N06
Local competition
“Employer branding is one fruitful avenue for
organizations to establish the value they offer
employees and to differentiate themselves from
competing firms”
Crystal M. Harold & Kevin P. Nolan
cc: OnceAndFutureLaura - https://www.flickr.com/photos/13166745@N07
Local Taste
cc: Marc Wathieu - https://www.flickr.com/photos/88133570@N00
« If you speak to everyone, you speak to no one »
Discussions – Carole & Marlene
% PROFESSIONAL
DEVELOPMENT IN
THE NORDICS
% EVOLUTION
OPPORTUNITIES IN
SWEDEN
% WORK – LIFE
BALANCE
IN THE UK
DECISION DRIVERS IN CHANGING ROLE
cc: Scott* - https://www.flickr.com/photos/83049159@N00
Local Laws
cc: vintagedept - https://www.flickr.com/photos/42826854@N00
Local experience
"We thought that if we got the culture right, then building
our brand to be about the very best customer service would
happen naturally on its own.“
Tony Hsieh, Zappos
Local promotion
Whoever
Which approach ?
C h o o s i n g
w h i c h o f t h e
E V P e l e m e n t s
y o u ’ r e g o i n g
t o p l a y u p a n d
p l a y d o w n a t
t h e l o c a l l e v e l
L o c a l
r e p r e s e n t a t i o n
o r e n s u r i n g
y o u r
c o m m u n i c a t i o n
i n c o r p o r a t e s
l o c a l s t o r i e s
S u p p l e m e n t y o u r
g l o b a l E V P
t h e m e s w i t h
a d d i t i o n a l
i n g r e d i e n t s
“The global marketing department is the strategic
group. The local team is the tactical group. Both
need to work hand in hand.” Martin Lindstrom – Global Branding vs Local Marketing - 23 Nov 2000