The case for migrating to one global brand

Migrating to one global brand can be difficult to justify. If it is the right move for a brand, there are significant advantages, such as effective marketing, strong synergies and global talent.

The case for migrating to one global brand

Ruth Saunders

Making the case to migrate to one global brand can be tough. It's likely to cost a lot of money that will probably not deliver an immediate payback, and few consumers will endorse the move in market...

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We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
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