Centralising Global Brands & Communications

When it comes to managing brands, companies exercise total democracy to total dictatorship (and everything in-between). Both kinds of companies are equally successful. Both structures have advantages and disadvantages. Often, the motivations behind centralization are creation of a unified global brand and cutting the cost. Some company cultures are conducive to centralization, others are not. Centralization should not be a goal in itself, but a means to reaching higher order objectives which are not always clear to persons driving centralization, or those who will be most likely effected by it.

Centralising Global Brand-Communications

Who is it for?

Senior global/regional marketing directors responsible for brands in 5 or more markets, who have been trying or are planning to centralize their brand (communications).
Persons who have to take decisions about what to centralize or not, when, to which level, the process and obstacles in its deployment.
Companies with multi-national brands, wishing to improve efficiencies, synergies resulting in stronger brands with lower investment.
Companies which have too many brands and would like to merge/consolidate/discontinue some of the brands, or they have acquired powerful local brands and would like to assess their future..

Benefits

Objective analyses of whether or when centralization makes sense.
Knowing the true motivations for centralization, which (internal and external) obstacles to deal with and how.
Understanding the process of centralization, and the extent to which your company can realistically go.
Looking at the total brand portfolio and evaluating the synergies.
Assessing whether the company culture and structure are conducive to the centralization objectives.
Short and long term implications.

Module Examples

The following list of titles are samples that could be brought together in a custom programme of learning:

Introduction & Objective Setting
Pros and cons of centralizing brands (communications)
Knowing your motivations behind the desire to centralize
Various levels/stages of centralization, and status of your brand
Knowing and overcoming the obstacles in the process of centralization
The local sensitivities and the universal truths
The role of power politics
Centralization as a journey
Getting the organization and the structure in line with your (centralization) objectives

One of the Fellows of 360plus5 will be made available to give you a Mental Challenge about your business objectives. We will challenge your ideas about your business and create a game plan that will get your company onto the path of your chosen goals as quickly and efficiently as possible. Our methodologies are such that we want you to be as self sufficient and equiped for the future as possible. It is likely that this consultation will result in a custom designed programme of learning that will take your team to the next level of their goals.

Contact us by sending your details to make an appointment to speak with one of our Fellows that most closely match your market segment, objectives and geography. Click here to contact us.