The article describes how Diageo manages global brand marketing. The 1990s trend to look for single global solutions changed after the millennium, as consumers began to rebel against globalisation; the trend swung towards `thinking local’, but this can lead to complexity and fragmentation.
'Think local, act global' guides Diageo's brand management
Rob Malcolm
Every firm with multi-regional brands yearns for a simple communications framework that delivers the global benefits of scale – efficiency, simplicity and speed – while staying...
