| Managers should focus on building their brand | | | | firms should not rely on one media, such as |
| leadership architecture, rather than chasing one | | | | traditional advertising, to break through. They |
| identical global brand that may prove elusive. To | | | | should invest in multiple campaigns using diverse |
| implement this larger task, it should be broken | | | | media: the Web, entertainment event promotions, |
| down into its components. Each component should | | | | cell phones, handheld computers, and a retail |
| be designed to support the larger global branding | | | | presence. New growth media may be a |
| goal. And the components must be consistent and | | | | particularly effective avenue. Procter & |
| dovetail with one another. Managers need | | | | Gamble once used the emerging TV and radio |
| guidelines for where, how, and how much to | | | | soap opera to market its household products. And |
| invest in order to build global brands. | | | | Google's ties to the rise of the Internet helped it |
| Since brands have high, long-term value, firms | | | | become the most valuable brand in less than a |
| should budget for brand building more than what | | | | decade since its founding. |
| would be justified with a short-term view. And | | | | Rather than restricting themselves to one |
| broader global brands need more total investment | | | | marketing agency, managers should use multiple |
| than what would be justifiable with a narrow | | | | agencies to achieve broader reach while |
| country view. However, this larger total budget | | | | capitalizing on their relative strengths. They may |
| should be allocated to conduct many pilot | | | | have multiple agencies compete for creating new |
| experiments across countries in order to discover | | | | copy, then use one agency for execution, except |
| what works. Once a successful theme is | | | | in countries and media where that agency is |
| discovered, investment should be stepped up and | | | | weak, where they can bring in other agencies. |
| it should be leveraged to multiple countries quickly. | | | | When negotiating large contracts, firms should use |
| Given how hard it is becoming to reach the | | | | their clout to insist on the best creative talent |
| consumer who increasingly selects his/her media, | | | | from an agency to work on their account. |