How to develop an effective global brand strategy

This article addresses the shortfall between the increasing number of planners and brands that work on global campaigns, and the little literature there is to support them; the author illuminates, here, a unique field in strategy.

How to develop an effective global brand strategy

Nick Kendall

Jump to: Where to start | Definition | Essentials | Checklist | Case studies | Further reading

Where to start

Where I began

I joined BBH in 1985 to work on Levi's across Europe. At that time doing multi-national campaigns was an exception. It was seen as the province of lowest common denominator work. Capable of only the bland. In a sense I took a chance working on the Le

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