SHIFTING PARADIGM
The myth of the global brand
Nigel HollisJorge Alagon
Abstract
Companies face a strong imperative to take their brands global. Confronted by shareholders demanding continually increasing returns, managers often look for growth in new markets abroad when their brand shares have leveled off at home. Consequently, very few global brands developed with a global audience in mind. They ventured into foreign markets with a long history of success at home, but not necessarily with the tools needed to replicate that success elsewhere. Few brand positionings have the potential to stretch without adaptation across different cultures. People's needs, values and desires still differ dramatically from one country to the next.
This presentation will feature proprietary research conducted in eight countries Brazil, Russia, India, China, Mexico, UK, the U.S.A and Germany and will examine what drives loyalty to global and local brands. .
Nigel Hollis
Nigel Hollis is Chief Global Analyst at Millward Brown, one of the world's leading marketing research agencies. A 27-year marketing research and branding expert, Nigel has worked with a wide range of global marketers including Nestlé, SAB Miller, H-P, Unilever, Kraft and Microsoft. Nigel is a four-time winner of WPP's prestigious Atticus Award for original thinking.
Jorge Alagon
Jorge Alagón is VP of R&D and Marketing Sciences at Millward Brown México. Has more than 15 years of experience in marketing research and strategic planning, advising to both local and global marketers. Currently co-responsible for the Marketing Research Diploma at ITAM and has published extensively in Mexican marketing and advertising magazines. His major achievements include a MSc. in Applied Statistics at Oxford, bungee jumping more than 10 times, a month-long spiritual retreat in a Tibetan Buddhist Monastery and his marriage.
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