New Brand Leadership

  • Author : Larry Light
  • Publsiher : Ft Press
  • Release : 15 June 2015
  • ISBN : 0134193822
  • Page : 250 pages
  • Rating : 4/5 from 21 voters

Download or read online book entitled New Brand Leadership written by Larry Light and published by Ft Press. This book was released on 15 June 2015 with total page 250 pages. Available in PDF, EPUB and Kindle. Get best books that you want by click Get Book Button and Read as many books as you like. Book Excerpt : New Brand Leadership delivers the first complete, proven blueprint for organizing and executing on global brand marketing. It reflects the authors' 50+ years of combined experience driving global brand leadership and measurable results across a wide range of industries, at companies ranging from Mars to Nissan, IHG to YUM! Brands. Larry Light and Joan Kiddon show how to drive value by successfully managing at the intersection of globalization, localization, and personalization. They introduce Arcature's proven Collaborative Three Box Model, guiding you step-by-step through creating brand vision, defining brand framework, bringing your brand to life, and then measuring your performance. They offer specific, high-value recommendations regarding cultural change, organizational responsibilities, structure, metrics, and much more. You'll find proven solutions to tough real-world global branding challenges, including managing tensions between global and local, central and regional, and brand leadership vs. brand management. For wide audiences of C-suite and other current and prospective business leaders; HR officers, marketing executives and agency professionals, top executives, business leaders, prospective business leaders, and MBA/executive MBA students.

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