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Trend: branding one image
Ad companies have become worldwide networks of agencies...
The whole communication infrastructure has changed. It's easier for businesses to communicate with each other so you truly can have today what people talked about in the past, which was think global, act local. According to Ken Bernhardt, professor of marketing at Georgia State University's Robinson College of Business, marketing is being altered to fit today's worldly consumers, who expect to see a brand stand for the same thing no matter where they are. That means a global marketer today needs one brand image and message that works worldwide. Bernardt says this trend is clearly shown at the 51st annual Cannes Lions International Advertising Festival, referring to the award winners. You need to standardize to a greater degree, because consumers will notice differences in different markets more than they would have 10 to 15 years ago. The brand needs to be the same. In fact, ad companies have become worldwide networks of agencies. An idea born in London can be executed with localized sophistication in Tokyo, New York and Amsterdam. Great, isn't it? |
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posted by BlogFonk: Friday, June 25, 2004 [#] Erms Suripatty