How to generate global insights to create global brands
‘Less is more’ - Increasingly companies are focussing their efforts on managing a portfolio of core brands that have a global reach. In this context, it is relevant to understand how to generate global insights that can transcend boundaries and cultural differences enabling the creation of a truly global brand.
The presentation talks about the journey to a global insight but it also goes beyond to say that just having a global insight is not enough for building a global brand. Having an insight is a third of the story – necessary but not sufficient! Creating a sound brand proposition based on the insight is the second part of the journey towards building a global brand. Here I will share with you a framework or construct that defines the four elements of a meaningful brand – a framework that has helped create a successful and meaningful brand in South East Asia. The next and the last leg, but by no means least, is bringing alive in the minds of consumers all that we now know and intend about the brand. This is an exhilarating part of the journey – where we know what we want to say, we know what response we want from the consumers but yet don’t know how to say it. Undermining this part of the journey could bring all the earlier efforts to a naught!
Johannes Hartman
Unilever, Netherlands
Johannes Hartmann, born in Germany, started his career with Unilever in 1989 in Hamburg. In the subsequent years his work took him to Rotterdam, Indonesia, Singapore and is now back in Rotterdam working in different areas of consumer insight and marketing.
He is currently the Vice-President of Consumer & Market Insight for Foods globally in Brand Development.
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