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 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.