Marketing and branding are among the main business growth drivers, but their priority in the boardroom is often overlooked.Each month we’re inviting one international marketer or brand manager we admire for a candid conversation about how to grow viable brands and businesses. Let’s see what worked and, just as important, what didn’t work for these amazing practitioners by addressing the hurdles of global marketing management.Join Brandingmag’s exclusive podcast to keep increasing your worth and let’s prove that branding’s rightful place is at the core of every...
“Heineken is called ‘The Chairman’ in Nigeria. So, we give that flexibility to Nigeria to call it ‘The Chairman’, but we do not need to create a global campaign saying the ‘Chairman’ from Amsterdam. . . . We give that flexibility. That's how we operate. Have a central idea, but give local...
Published 07/19/23
“We often categorize our worlds as B2B or B2C. To cut to the center, we should say that all the work we’re doing is really B2H–business to human. If you put the human being in the center, suddenly you have an organizing principle to say, ‘How do I create a connection with the human on the other...
Published 04/26/23