The Importance of a Global Brand

©2013 Laurel J. Delaney.  All rights reserved.

Everyone knows the Apple brand, yet creating a global brand presence in one or more international markets isn't cheap or easy, especially for a small business owner. But it is worthwhile, provided you understand the reasons why. Below I spell out what a global brand is and five reasons to develop one.

Read:  Making the Case for a Global Brand

Factors to Consider When Developing a Global Brand for the Audience of the 21st Century

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Flavia Barbat conducts an interview with Sandy Suffield (former art director at Apple) from the London office and Mike Abbink (co-founder of Method) from the New York office. The entire interview includes Wolff Olins and several of its global creative directors and is available in the most recent Premium Issue of Branding Magazine, entitled "Crafting the Brands of the 21st Century."

Here's an excerpt of the interview:  Meet the Global Creative Directors of the 21st Century 

And here's the first question posed to Sandy:

Overall, what do you consider to be the first thing one must take into consideration when developing a brand for the audience of the 21st century? 

Building a Global Brand Is Not Easy

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Dominique Turpin, Nestlé professor and president of IMD business school, says that big global brands are now born everywhere but building one is not easy.

Much as in developed markets, a brand must offer something meaningful, innovative and different for the consumer. And the innovation does not relate only to the product. It also applies to pricing, advertising, communications and a company’s entire business model.

This all looks simple on paper but is hard to put into practice.

Read the entire article here.

How to Get World Attention on Your Brand

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Every entrepreneur and small business owner wants customers to find them.  In other words, to be discovered.  To know you exist.  How do you make it happen?

Try designing not once, but twice, the First Lady Michelle Obama's inaugural gown and you are sure to become a worldly household name.  And that name is Jason Wu.

Read:  First Lady in Red:  Michelle Obama Repeats Jason Wu for Inaugural Ball