Monthly Archives: November 2008

A global brand should have a global marketing strategy and set of standards for the brand. But, not all details of implementation should be dictated centrally. There needs to be some local flexibility in the marketing, advertising, and perhaps product … Continue reading →

Brands are created to serve customers; customers are not there to serve brands. Brands should do try to change themselves to fit customers’ needs and wants. A brand strategy should not be created and then segments found to fit the … Continue reading →

Distribution Channels Distribution channels are managed by mapping, searching, and finding ways to match a set of offers to a set of consumers. Once a firm has developed a strategy, it must figure out how to determine who the target … Continue reading →