Why Global CMOs Face Greater Challenges Than Traditional Marketers†

Levi's Jaime Szulc and Others Take Note: Winning Globally Is Not Only About Getting the Regional Marketing Mix Sorted Out

Advertising Age, October 7, 2009 — Levi Strauss & Co. recently announced the hiring of Jaime Cohen Szulc, who is the first in the company's history to take the title of global chief marketing officer. The news is predictable yet intriguing.

All Shopping Is Local

New York Times, August 28, 2008 — IS it possible for a global corporation to become a local favorite? Origins is about to find out with its new concept store here where shoppers are encouraged to linger over a mug of steaming tea, get a free chair massage and appreciate a kind of slow beauty experience a world apart from a quick jaunt at a department-store counter.

More Than a Name: Japanese Super-brands Diversify

Brandchannel.com, August 22, 2008 — Before addressing these questions, let’s consider the way in which Japanese super-brands evolved. After World War II, Japan reinvented itself and developed into a global economic powerhouse. Some believe a primary reason for this growth was the Japanese keiretsu system. Essentially, keiretsu were major families of affiliated corporations that had ties to a key bank, which both controlled and provided security to the companies.

Marketers Focus More On Global 'Tribes' Than on Nationalities†

Wall Street Journal, December 10, 2007 — Valentin Chapero, chief executive of Swiss-based Phonak Group, knows that baby boomers around the world dread the thought of needing his company's hearing devices. Whether they live in London, Los Angeles or Lima, Peru, they tend to resist buying a product associated with aging.

Yet tens of millions of people over the age of 50 already have some hearing loss. To woo them, Mr. Chapero and his managers are addressing their common qualms. Phonak's new Audeo device comes in 15 fashionable colors, looks more like a sleek ear phone than an old-fashioned hearing aid and is being marketed as a "personal communication assistant." Advertisements in a dozen languages feature youthful-looking customers who lead interesting lives, such as a hedge-fund manager who is... continue reading

Coke's Got Many Digital Pushes, but One Goal: Brand Experience†

Soda Maker's Interactive Chief on How to Deliver Compelling Ideas to Wide Range of Global Markets

Advertising Age, August 27, 2007 — NEW YORK (AdAge.com) — Coca-Cola Co.'s new chief marketing officer, Joe Tripodi, will have a new global interactive chief to turn to when he starts. While her title is new, Carol Kruse knows her way around the beverage giant, having managed Coke's online advertising, customer-relationship marketing, and online and gaming marketing over the past six years.

Building a Successful Relationship with China

Prophet, May 8, 2007 — In this article, Michael Dunn advises business-to-business brands to do their homework before entering the Chinese market. Are strategic partnerships the way to drive customer loyalty?