Global brand planning

Merry Baskin
Baskin Shark

Merry Baskin advises on how to establish a global brand presence – starting with gathering information about all your markets.

Having a successful global brand remains the Holy Grail of most major corporations. Even more so in a recession, when budgets are much more restricted and efficiency is a prerequisite.

An example is British Airways' 'World's Favourite Airline' global campaigns that ran in the 1980s and 1990s. Produced centrally in London, they translated locally.lt is obviously much easier for an airline or a Swiss watch (where upmarket audiences tend to have greater global convergence) than a food brand (which may have a very local heritage and strong cultural roots) to execute this kind of centralised, uniform brand communication.

Since then, three things have happened:

  • The globalisation of corporate capitalism was perceived by consumers to be exploitative and undermining their local culture. This forced some firms (US ones in particular) to retrench to local marketing.