Building a global brand while maintaining a local character
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The document discusses building a global brand while maintaining local character. It notes that employer branding can differentiate companies from local competition. Local tastes, laws, experiences, and promotion need to be considered. Choosing which elements of an employer value proposition to emphasize or de-emphasize locally is important. Both global and local marketing teams must work together strategically and tactically.
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Building a global brand while maintaining a local character
- 2. 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
- 3. Competition Taste Laws Experience Promotion cc: i k o - https://www.flickr.com/photos/37182073@N06
- 5. “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
- 8. cc: OnceAndFutureLaura - https://www.flickr.com/photos/13166745@N07 Local Taste
- 9. cc: Marc Wathieu - https://www.flickr.com/photos/88133570@N00 « If you speak to everyone, you speak to no one » Discussions – Carole & Marlene
- 10. % PROFESSIONAL DEVELOPMENT IN THE NORDICS % EVOLUTION OPPORTUNITIES IN SWEDEN % WORK – LIFE BALANCE IN THE UK DECISION DRIVERS IN CHANGING ROLE
- 11. cc: Scott* - https://www.flickr.com/photos/83049159@N00 Local Laws
- 12. cc: vintagedept - https://www.flickr.com/photos/42826854@N00
- 13. Local experience
- 14. "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
- 16. Local promotion
- 17. Whoever
- 19. 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
- 20. “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