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By Elaine Wong
In today's increasingly digital age, big brands must learn to market both globally and locally. That was the key take-away from Friday's "Managing Global Brands in the 21st Century" panel.
Scott Anderson, vp, customer communications for Hewlett-Packard, said one challenge is balancing a brand's global and corporate strategy with local nuances while ensuring that the overall message is not fragmented.
"Consumers are creating the brand as much as you are," added Alex Roth, manager of global brand operations at ExxonMobil Fuels Marketing.
The session, moderated by Rapp New York managing director Terry Young, offered tips for successfully walking the local-global tightrope.
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