Global Brand Management

Content Marketing

Setting The Standard For Global Planning Visibility

From the beginning, Percolate has been a platform built by marketers for marketers.

Global Brand Management

How to Plan a Global Rebrand (And Stay Iconic)

There’s a reason Budweiser can change its cans to just read “America,” and Snickers can replace its name on candy wrappers with words like “confused” and “benched” without sacrificing brand equity.

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.