International Archive - Wächter Worldwide Partners

Glocal brands - views from USA

“The central challenge for global brand positioning and communication is to motivate consumers from all over the world and to evoke an identical brand image or image.” - Hamsini Shivkumar This challenge seems quite simple and clear, but actually realizing it is anything but easy.

Hybrid glocal marketing structure: how to manage the transformation? 8 tips.

"Reshaping Global Engagement Operations." According to the CMO Council study, hybrid glocal structures are optimal for business success because they allow both customer proximity and uniform brand building. We've summarized how transformation can succeed and the lessons we've learned from serving many global customers in 8 tips.

International brand management - centralized or decentralized? Efficient or effective?

International brand management - centralized or decentralized? Cost-optimized or impact-optimized? Many companies based in Bavaria are active throughout Europe or globally. They are confronted with rapid changes. For example, innovations and technical developments are being copied faster and faster.

Hybrid glocal marketing structures: 57 % of CMOs tend to do this

Reshaping Global Engagement Operations. The latest study by the CMO Council provides arguments for new ways of thinking and acting in the digital age. "More customer proximity & more brand for more business success" is the motto. In many cases, the future therefore belongs to hybrid organizational structures; extreme centralized or decentralized structures have had their day.

Global. Local. Digital.

New social communication channels demand freedom, individualization and decentralization in communication. Dialogue only works if you speak the language of your audience and respond to them. How does this fit with the credo in B2B marketing: Uniform, central brand management and messages!