Local, global or glocal: Effective brand governance in the age of marketing transformation

This report, in partnership with the brand governance optimisation platform, Frontify, examines how brands both excel at consistency and also take account of local cultural mores and cross the language barrier.
  • Listening to local markets aids the production of relevant guidelines and builds trust, driven by the right insights and appropriate flexibility where needed.
  • Guidance from global teams can have far greater relevance if it’s constantly updated to help local markets navigate new channels and formats.
  • Three future trends include: sustainability and the cost of living crisis, Gen Z and the democratisation of content, and blockchain and the metaverse....

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