1. Winning Brand
Leadership Workshop
EffectiveBrands
Arek Melemetci
Marc de Swaan Arons
Istanbul, December 6th 2012
Unleashing Global Marketing Potential™

2. Global Marketing Leadership Summit 2010
Shanghai, London, Amsterdam, New York, Singapore
Inspiration
Today almost every marketer works for, or competes
against, a global brand.

3. Global Marketing Leadership Summit 2010
Shanghai, London, Amsterdam, New York, Singapore
Global marketing expertise
Global CMO Board Publications Recognized Expertise

4. Global consumer convergence

5. Global media convergence

6. Global brand convergence

7. Since 2002: The Leading Global Brands study
300 Global Brands
3,000 Global Marketing Leaders
30,000 Global Brand Contributors

8. Yes… OK. So what does it take to win?

9. Today
Winning characteristics
Drivers of effectiveness
Unleashing Global Marketing Potential™
Nuromol Gemini Analysis • Page 9

10. Winning in global marketing
Universal Truth
Purposeful Positioning
Total Experience
What + How = Global Marketing Effectiveness

11. Today
Winning characteristics
Drivers of effectiveness
Unleashing Global Marketing Potential™
Nuromol Gemini Analysis • Page 11

12. Winning characteristics: The WHAT

13. Universal Truth
Purposeful Positioning Universal Truth
Total Experience

14. Universal Truth
Purposeful Positioning Universal Truth
Total Experience

15. Universal Truth
Purposeful Positioning Universal Truth
Total Experience

17. Universal Truth
Purposeful Positioning Universal Truth
Total Experience

19. Universal Truth
Purposeful
Purposeful Positioning
Total Experience Positioning

22. Johnnie Walker Sales Volumes 1996-1999
12
11.5
Million 9L cases
11
10.5
10
9.5
1996 1997 1998 1999

23. Inspiring
Men
Across
the
World to
Progress
Unleashing Global Marketing Potential™

24. Television also evolved to leverage the power of localized
expression….
USA

25. Television also evolved to leverage the power of localized
expression….
Thailand

26. Television also evolved to leverage the power of localized
expression….
China

27. Universal Truth
Total
Purposeful Positioning
Total Experience Experience

29. Facebook Page & Fans
Rank Likes
1 Coca-Cola 42,203,020
2 Converse 30,701,318
3 Starbucks 30,224,548
4 Red Bull 28,310,960
5 Oreo 26,588,355
6 Skittles 21,986,375
7 Playstation 22,979,326
8 iTunes 21,932,333
9 Angry Birds 19,945,574
10 Pringles 19,439,751

30. Winning brand characteristics = The WHAT
Universal Truth
Purposeful Positioning
Total Experience

31. Today
Winning characteristics
Drivers of effectiveness
Unleashing Global Marketing Potential™
Nuromol Gemini Analysis • Page 31

32. Drivers of effectiveness = the HOW
Universal Truth
Purposeful Positioning
Total Experience

33. Universal Truth
Purposeful Positioning
Total Experience

34. Universal Truth
• Servant leadership mindset Purposeful Positioning
• Looking for similarities
Total Experience

35. Universal Truth
Purposeful Positioning
Total Experience

36. Universal Truth
Purposeful Positioning
Total Experience
• Check your calendar
• Don’t delegate

37. Universal Truth
Purposeful Positioning
Total Experience

38. Universal Truth
Purposeful Positioning
Total Experience
• From 50 countries to 5
• Plan for 3 years from now

39. Shifting roles Universal Truth
Purposeful Positioning
Total Experience
Global Local Agencies Partners Consumers

40. Universal Truth
Purposeful Positioning
Total Experience

41. Universal Truth
Purposeful Positioning
Total Experience
• Clarity on roles is more
important then breadth
• Structure, Team & Culture

42. • Define way of marketing
• Focus on 2-3 key capabilities

43. Home Visits

44. Reverse mentoring

45. Immersions visits

46. Functions
Communication Channels

47. In Summary ….

48. Today
Winning characteristics
Drivers of effectiveness
Unleashing Global Marketing Potential™
Nuromol Gemini Analysis • Page 48

49. Winning characteristics = the WHAT

50. Today
Winning characteristics
Drivers of effectiveness
Unleashing Global Marketing Potential™
Nuromol Gemini Analysis • Page 50

51. Winning with global brands
Universal Truth
Purposeful Positioning
Total Experience

52. 2 Questions for you to consider …
1. What brand characteristics is your biggest challenge?
2. Which effectiveness driver is most relevant to you?

53. Feedback/Questions?
Arek.melemetci@effectivebrands.com
Unleashing Global Marketing Potential™
Nuromol Gemini Global Marketing Potential™
Unleashing Analysis • Page 53

54. Thank you
NEW YORK AMSTERDAM
648 Broadway, Ste 502 Singel 540
New York, NY 10012 1017 AZ Amsterdam
USA The Netherlands
T: +1 212 358 9638 T: +31 20 330 2636
LONDON SINGAPORE
28-30 Little Russell Street 17A Duxton Road
London WC1A 2HN Singapore 089483
United Kingdom Singapore
T: +44 207 831 8444 T: +65 6221 3693
TOKYO
World Udagawa Bldg 6F
36-6, Udagawa-cho,
Shibuya-ku
Japan
T +81 3 6855 7845 info@effectivebrands.com
Unleashing Global Marketing Potential™
Nuromol Gemini Analysis • Page 54
Unleashing Global Marketing Potential™