A road map for branding around the world.
9/9/2002
Looking for an intelligent but uncomplicated primer on global branding? James R. Gregory, a Connecticut-based strategy consultant and author of Leveraging the Corporate Brand (1997), covers all the bases here. His advice is punctuated with lists of key ideas, mini-case studies (of such global brands as Caterpillar and Oshkosh B'Gosh), and straightforward charts. Highlights include investment issues and corporate governance, cultural confusions, the challenges of hiring the most suitable people for global assignments, and the nasty backlash certain brands receive as they forge ahead. This book combines practical go-for-it pointers tempered with a realistic attitude about the difficulties in store. With all that brand managers aspire to, "these times are not for the timid or prosaic," he concludes.