Practical tips for global brand success - EffectiveBrands at the Cannes Lions International Festival of Creativity

Joseph Clift

Report from an EffectiveBrands workshop at the 2011 Cannes Lions. Simon Clift, ex-CMO at Unilever, offers a run-down of what, to him, are the three crucial components of a successful global brand: it tells a universal truth, has a purposeful positioning and offers a total brand experience.

Practical tips for global brand success - EffectiveBrands at the Cannes Lions International Festival of Creativity

Joseph Clift

While the Cannes Lions International Festival of Creativity is primarily known in the marketing world for its ad awards, the week-long event also attracts a significant non-agency contingent: this year, clients, media owners, PR firms and consultancies all hosted events and presentations at the Palais.

One of the most prominent of these firms was EffectiveBrands, which ran a well-attended workshop on global brand building. The international consultancy's USP is that it employs a network of experts who originally come from the client side. The team can therefore offer advice to other...

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