Around the world: Building a global brand while

maintaining local character

Marlene De Koning

Senior Solutions

Consultant & Team

Lead

Carole Michaud

Senior Talent Brand

Consultant

Competition

Taste

Laws Experience Promotion

cc: i k o - https://www.flickr.com/photos/37182073@N06

Local competition

“Employer branding is one fruitful avenue for

organizations to establish the value they offer

employees and to differentiate themselves from

competing firms”

Crystal M. Harold & Kevin P. Nolan

cc: OnceAndFutureLaura - https://www.flickr.com/photos/13166745@N07

Local Taste

cc: Marc Wathieu - https://www.flickr.com/photos/88133570@N00

« If you speak to everyone, you speak to no one »

Discussions – Carole & Marlene

% PROFESSIONAL

DEVELOPMENT IN

THE NORDICS

% EVOLUTION

OPPORTUNITIES IN

SWEDEN

% WORK – LIFE

BALANCE

IN THE UK

DECISION DRIVERS IN CHANGING ROLE

cc: Scott* - https://www.flickr.com/photos/83049159@N00

Local Laws

cc: vintagedept - https://www.flickr.com/photos/42826854@N00

Local experience

"We thought that if we got the culture right, then building

our brand to be about the very best customer service would

happen naturally on its own.“

Tony Hsieh, Zappos

Local promotion

Whoever

Which approach ?

C h o o s i n g

w h i c h o f t h e

E V P e l e m e n t s

y o u ’ r e g o i n g

t o p l a y u p a n d

p l a y d o w n a t

t h e l o c a l l e v e l

L o c a l

r e p r e s e n t a t i o n

o r e n s u r i n g

y o u r

c o m m u n i c a t i o n

i n c o r p o r a t e s

l o c a l s t o r i e s

S u p p l e m e n t y o u r

g l o b a l E V P

t h e m e s w i t h

a d d i t i o n a l

i n g r e d i e n t s

“The global marketing department is the strategic

group. The local team is the tactical group. Both

need to work hand in hand.” Martin Lindstrom – Global Branding vs Local Marketing - 23 Nov 2000