Overview: A New Approach to Global Marketing

Jun 24, 2015

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This chapter is from the book 

New Brand Leadership: Managing at the Intersection of Globalization, Localization and Personalization

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Aligning for Action

To sum up our thinking, we focus on organizational alignment. People need to be in agreement embracing the changes. The Collaborative Three-Box Model applies to all functions, not just marketing. Although it is in essence a marketing approach, because it deals with brands, all functions will at some point participate. Making acolytes out of acceptors is the only way to create winning brands.

Following a speech at the Association of National Advertisers in March of 2013, we introduced The Collaborative Three-Box Model in an article for the Journal of Brand Strategy in the Summer 2013 issue.¹³ After its publication, David Aaker reported on the article on his blog. David is a best-selling brand-business author, a respected professor, and a recognized authority on brand management. He said,

“A key device to carrying out this change will be a cross- functional and cross-geographical team that will be able to work in a defined context to provide inclusion for local brand teams.... Another is the concept of a matrix organization.... Matrix roles are not easy to make work. But, according to Larry, they are a fact of life in the global organization.
Larry has clearly indicated that a shared responsibility should be the end goal of global brand strategy teams. It makes sense, but making it happen might not be easy.”¹⁴

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