Around the world: Building a global brand while maintaining local character | Talent Connect 2016
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Transcript of Around the world: Building a global brand while maintaining local character | Talent Connect 2016
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Around the world: Building a global brand while
maintaining local character
Marlene De Koning
Senior Solutions
Consultant & Team
Lead
Carole Michaud
Senior Talent Brand
Consultant
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Competition
Taste
Laws Experience Promotion
cc: i k o - https://www.flickr.com/photos/37182073@N06
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Local competition
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“Employer branding is one fruitful avenue for
organizations to establish the value they offer
employees and to differentiate themselves from
competing firms”
Crystal M. Harold & Kevin P. Nolan
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cc: OnceAndFutureLaura - https://www.flickr.com/photos/13166745@N07
Local Taste
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cc: Marc Wathieu - https://www.flickr.com/photos/88133570@N00
« If you speak to everyone, you speak to no one »
Discussions – Carole & Marlene
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% PROFESSIONAL
DEVELOPMENT IN
THE NORDICS
% EVOLUTION
OPPORTUNITIES IN
SWEDEN
% WORK – LIFE
BALANCE
IN THE UK
DECISION DRIVERS IN CHANGING ROLE
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cc: Scott* - https://www.flickr.com/photos/83049159@N00
Local Laws
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cc: vintagedept - https://www.flickr.com/photos/42826854@N00
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Local experience
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"We thought that if we got the culture right, then building
our brand to be about the very best customer service would
happen naturally on its own.“
Tony Hsieh, Zappos
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Local promotion
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Whoever
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Which approach ?
C h o o s i n g
w h i c h o f t h e
E V P e l e m e n t s
y o u ’ r e g o i n g
t o p l a y u p a n d
p l a y d o w n a t
t h e l o c a l l e v e l
L o c a l
r e p r e s e n t a t i o n
o r e n s u r i n g
y o u r
c o m m u n i c a t i o n
i n c o r p o r a t e s
l o c a l s t o r i e s
S u p p l e m e n t y o u r
g l o b a l E V P
t h e m e s w i t h
a d d i t i o n a l
i n g r e d i e n t s
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“The global marketing department is the strategic
group. The local team is the tactical group. Both
need to work hand in hand.” Martin Lindstrom – Global Branding vs Local Marketing - 23 Nov 2000
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