Today All Brands Are Global

All brands today are global. By this we mean that connectivity and peer networks are taking a campaign’s central idea and spreading it like wildfire across formerly impermeable barriers:geographic, cultural, social, linguistic and more.

This is a good thing for marketers, brands and the bottom line. Products and services now have a larger customer base with more diverse sub-categories. But marketing effectively at this level requires a certain shift in mindset in the marketing organization, from the c-suite down to managers.

In experiential, walking the global talk demands a new level of commitment to research, flexibility, data management and other activities. With that in mind, we thought it useful to present some behaviors that signal a brand is working to better understand how to be global in the delivery of events and experience marketing:

  1. Investment in employee alignment, or the “Two C’s”: culture and campaign
  1. Increased flexibility in brand expression but loyalty to the core experiential idea
  1. Greater role of data and insights in allocating resources and investments (ROI)
  1. Data gathering and mechanisms for acting intelligently on that information
  1. Eliminate multiple systems, redundant workflows and inefficient technology

These are a few of the things that progressive brands and agencies are thinking about when crafting experiential campaigns targeting a global audience. By surrounding a great creative idea with these activities, brands stand to capture more market share and see better results from their global experiential activities.

When nothing less than extraordinary will do—we're your team.

Let's do this