Managing global brand advertising

Hamsini Shivkumar

Hamsini Shivkumar, vice president and head of planning for JWT Mumbai, examines the nature of global brand communications - and argues for her view that 'global brands need a global brand idea but not a global advertising idea'.

Managing Global Brand Advertising

Hamsini Shivkumar

The key challenge for global brand positioning and communication is to motivate consumers around the world, evoking the same mental picture or image of the brand. The question that global brand teams grapple with is, of course, whether 'same' means identical, quite similar or a bit similar. In other words, what should the degrees of freedom be in defining and communicating the global brand?

A second, critical, question is how to go about defining this motivating mental image of the global brand and then, how to communicate it to consumers in the most effective...

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