Ad Age - The Curious Misnomer of 'Global' Brands - Yesterday I came across an article in MediaPost that linked to a post by Martin Lindstrom of AdAge. The article was an absolute antithesis to the concept of a BRAND. It gave me another reason to question the "PROMISE" of Publications like AdAge?
The basis of Mr. Lindstrom's article was localization of brands and the absence of a true global brands, given their adaptation to local cultures. I wish to ask Mr. Lindstrom what he considers a "BRAND"?
To me and in my understanding most marketers believe a the simplest level a "BRAND" is not much more than a "TRUST (brand promise)" and a "VISUAL (Logo)". As long as the local execution of a brand preserves the promise and the logo it is in keeping with the equity the brand represents! So who cares if Coca Cola has more than 30 different regional flavors for coke? Who cares if Mamma Mia has unique regional gestures as part of their performance & ensemble varies? They still stand for the same exact thing, their promise! Airlines are a fabulous example of global brands they go to the extent of preserving even the cabin aroma independent of the origin and destination of the flight (Mr. Lindstrom's article on Singapore arilines).
May be Ad Age needs to get back to basics to reevaluate what they mean by a brand and more so what they promise?
Wednesday, October 24, 2007
Martin Lindstrom I disagree!
