holey baloney

I was reading Cooler Insights on my Google Reader today and his newest post is really quite interesting.

He basically recalls a sharing session with David Shaw, Director of Effective Brands, which he attended. In the session, a few pointers were picked up about the problems that Global Brands face in terms of marketing their product, as well as some solutions that came up in the ensuing small group discussions.

Do click on this link here and read it in it’s entirety. I think it’s an interesting read. And might be useful if you are a marketer in an MNC.

Personally, I think the problems listed are truly issues faced at hand in most, if not all, multinational companies.

1) Lack of alignment. This seems to be a common point, when HQ and local offices do not see eye-to-eye.

2) Internal focus. Internal politics and turf wars are a major sapper of time and energy, leading to inward looking corporate cultures that are damaging.

4) Lack of roll-out speed. I am sure you all heard of time-to-market, and this sometimes becomes awkward in a behemoth-sized global organisation.

6) Pockets of excellence. What this means is learning tends to be concentrated locally without valuable lessons being shared globally.

I’ve seen the above happen around me, even though I’m really just a little fry in a big frying pot. I’m not sure if the strategies will work, since I’ve never been in a managerial position, nor a decision-making one, but I’m sure it’s a good point of reference. Afterall, these are tips given by top marketers themselves.

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