Global Brand Management

Global Brand Management

Is “Asset Management” Mismanaging Your Marketing?

Asset management tools have constrained marketers’ thinking, creativity, and ability to orchestrate customer experiences.  

Global Brand Management

How to Master Global-to-Local Marketing

“I want to have one billion individual relationships,” says Chief Marketing Officer Keith Weed, describing the mandate he set for his global team at Unilever.

Brand

A Four-Part Framework for Campaign Sharing Across Your Organization

If you work in a global digital role, you’re responsible for efficiently and effectively distributing a broad spectrum of communications and assets to other parts of the company.

Global Brand Management

Stock and Flow, Revisited

When we first started Percolate, we spent a lot of time talking about stock and flow and how it could be applied to marketing.

Brand

From Beans to Brand Management: 4 Lessons from a Coffee Entrepreneur

Don’t be fooled by Jack Mazzola’s suede boots and faded jeans – he could’ve been on a Rolling Stone cover in a past life, but his passions lie elsewhere.

Brand

The Brand Management MegaPost

A brand is a complex concept.
“Brand” doesn’t refer to just a logo, product line, or a series of advertisements.

Brand

From Soil to Sip: How Purpose Dictates the Coffee Supply Chain

My first job out of school was in the coffee industry — on a farm in Panama.

Brand

Six Lessons on Efficient, Consistent Customer Experience

The most successful marketing departments today sit at the center of the organization — and they stay there by centralizing resources for the benefit of the whole company.

Brand

Five Questions Everyone Creating a Marketing Budget Needs to Answer

The last few months of the year mean a lot for marketers—the final charge towards revenue targets, the chance to plan around the seasonal flurry of economic activity that holidays bring, and, of course, budgets.

Brand

How to Build a Brand the World Will Remember Tomorrow

Brands want to be chosen by customers, and marketing as a discipline is aimed at increasing that likelihood.