brand travel 9 3-11 @ fallon

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Brand TravelBrand TravelMarketing Academy Faculty Learning DayMarketing Academy Faculty Learning Day

Fallon, 9 March 2011Fallon, 9 March 2011

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© International Marketing Partners Ltd.

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AgendaAgenda

◆◆ Why have a global BrandTravel plan?Why have a global BrandTravel plan?◆◆ Mishaps, mess ups and minefieldsMishaps, mess ups and minefields◆◆ Having the right headsetHaving the right headset

–– Cultural headsetCultural headset–– Organisational headsetOrganisational headset

◆◆ Managing BrandTravel dilemmasManaging BrandTravel dilemmas



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Session ObjectivesSession Objectives

◆◆ To To recogniserecognise the drivers of international marketingthe drivers of international marketing◆◆ To examine case studies to avoid costly mistakesTo examine case studies to avoid costly mistakes◆◆ To prepare for success by making sure you have the To prepare for success by making sure you have the

cultural awareness cultural awareness ◆◆ To prepare for success by making sure your To prepare for success by making sure your

organisationorganisation can “do” international marketingcan “do” international marketing◆◆ To provide you with a framework for managing the To provide you with a framework for managing the

global/local dilemma facing any marketer pursuing global/local dilemma facing any marketer pursuing BrandTravelBrandTravel

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…and …and your your objectives?objectives?

◆◆

◆◆

◆◆



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Why have you invited me Why have you invited me today…today…

◆◆ Help brands manage the global/local dilemmaHelp brands manage the global/local dilemma◆◆ BrandBarometerBrandBarometer™ research into strength of ™ research into strength of

heritage/country of originheritage/country of origin◆◆ CrossCross--cultural advisor and author cultural advisor and author

–– Working with Americans (Prentice Hall)Working with Americans (Prentice Hall)–– Marketing in the USA (UKTI)Marketing in the USA (UKTI)

◆◆ Creator of Corporate Diplomacy programme for New Yo rk Creator of Corporate Diplomacy programme for New Yo rk pressure group pressure group Business for Diplomatic ActionBusiness for Diplomatic Action

◆◆ Want to see companies improve their effectiveness a cross Want to see companies improve their effectiveness a cross bordersborders

◆◆ guest expert: CNN, Sky News, CNBC, Financial Times, guest expert: CNN, Sky News, CNBC, Financial Times, BBC NewsBBC News

Why have a global Why have a global BrandTravel plan?BrandTravel plan?

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Mishaps, mess ups and minefieldsMishaps, mess ups and minefields

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© Thunderbird School of Global Management

Having the right headset: Having the right headset: cultural outlookcultural outlook



Global BusinessSavvy

CosmopolitanOutlook

Cognitive ComplexityCognitive Complexity

Knowledge of global industry

Knowledge of global competitive business &marketing strategies

Knowledge of how to transact business & managerisk in other countries

Knowledge of supplieroptions in other partsof the world

Knowledge of cultures indifferent parts of the world

Knowledge of cultures indifferent parts of the world

Knowledge of geography,history and importantpersons of several countries

Knowledge of geography,history and importantpersons of several countries

Up-to-date knowledge of important world eventsUp-to-date knowledge of important world events

Knowledge of economic &political issues, concerns, hot topics, etc. of majorregions of the world

Knowledge of economic &political issues, concerns, hot topics, etc. of majorregions of the world

Ability to grasp complexconcepts quickly

Strong analytical andproblem solving skills

Ability to understand abstract ideas

Ability to take complexissues & explain the mainpoints simply &understandably

däçÄ~ä=jáåÇëÉíë=~åÇ=_ìëáåÉëë=̀ ìäíìêÉë

Self-Assurance

other parts of the worldInterest in exploringother parts of the world

Interest in getting to knowpeople from other partsInterest in getting to knowpeople from other partsof the world

Interest in variety

Interest in dealing withchallenging situationsInterest in dealing withchallenging situations

Willingness to test one’s abilities

Energetic

Self-confident

uncomfortable situationsComfortable in uncomfortable situations

Witty in tough situationsWitty in tough situations

Interest in living in another country

Willingness to take risksWillingness to take risks

Interest in dealing withunpredictable situationsInterest in dealing withunpredictable situations

Passion for Diversity Quest for Adventure




Intercultural EmpathyIntercultural Empathy Interpersonal Impact Diplomacy

Ability to work well withpeople from other partsof the world

Ability to understandnon-verbal expression ofpeople from other cultures

Ability to engage peoplefrom other parts of theworld to work together

Experience in negotiatingcontracts in other cultures

Reputation as a leader

Ease of starting aconversation with a stranger

Ability to integrate diverseperspectives

Ability to listen to whatothers have to say

Willingness to collaborate

Ability to emotionallyconnect to people fromother cultures

Strong networks withpeople from other culturesand with influential people

Credibility


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◆◆ HofstedeHofstede (5)(5)◆◆ AperianAperian (6)(6)◆◆ Trompenaars (7)Trompenaars (7)◆◆ TMA (9)TMA (9)◆◆ Berlitz (10)Berlitz (10)◆◆ Richard Lewis (15)Richard Lewis (15)

Having the right headset: Having the right headset: cultural outlookcultural outlook

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Having the right headset: Having the right headset: organisational readinessorganisational readiness

Having the right headset: Having the right headset: organisational readinessorganisational readiness

http://abcnews.go.com/Business/oustedhttp://abcnews.go.com/Business/ousted--bpbp--ceoceo--tonytony--haywardshaywards--biggestbiggest--blunders/story?id=11253285blunders/story?id=11253285

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What is a “dilemma”? A situation where:What is a “dilemma”? A situation where:◆◆ Two opposing forces or polarities existTwo opposing forces or polarities exist◆◆ Each pole exerts an influence or pull on the otherEach pole exerts an influence or pull on the other◆◆ There is ongoing tension between the twoThere is ongoing tension between the two◆◆ Each polarity has advantages and disadvantagesEach polarity has advantages and disadvantages◆◆ Neither offers a complete solutionNeither offers a complete solution◆◆ The leadership goal becomes toThe leadership goal becomes to

–– Achieve the advantages of both polesAchieve the advantages of both poles–– Reduce or minimize the disadvantagesReduce or minimize the disadvantages

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+ +

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Pole A Pole B


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mêçÄäÉãë=îëK=ÇáäÉãã~ëmêçÄäÉãë=îëK=ÇáäÉãã~ë

+ +

- -

Pole A Pole B

“The problem?”

“The solution?”

© Forum Corporation




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tÜó=íÜáë=áë=ÅÜ~ääÉåÖáåÖ\tÜó=íÜáë=áë=ÅÜ~ääÉåÖáåÖ\

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Pole A Pole B

High focus

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Out of focus

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+

-© Forum Corporation


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◆◆ Well managedWell managed–– You experience the advantages of one or both polesYou experience the advantages of one or both poles–– There are few signs of the disadvantagesThere are few signs of the disadvantages–– There are effective alliances between those support ing There are effective alliances between those support ing

different points of viewdifferent points of view

◆◆ Poorly managedPoorly managed–– You spend needless time in the lower quadrantsYou spend needless time in the lower quadrants–– There are ineffective alliances/divisionsThere are ineffective alliances/divisions–– People take an eitherPeople take an either--or focusor focus




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Strategies for managing dilemmasStrategies for managing dilemmas◆◆ Recognize you have oneRecognize you have one◆◆ Really get the whole pictureReally get the whole picture◆◆ Understand your own point of view/biasesUnderstand your own point of view/biases◆◆ Know where you are in the “polarity two step”Know where you are in the “polarity two step”◆◆ Work to maintain the advantages of both polesWork to maintain the advantages of both poles◆◆ Stay alert to the downsidesStay alert to the downsides——develop early warning develop early warning

systemssystems◆◆ Be willing to make a shift toward the opposing poleBe willing to make a shift toward the opposing pole◆◆ Avoid eitherAvoid either--or thinkingor thinking——look for synergieslook for synergies


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+ +

- -

• Flexibility• Ability to respond to needs

of changing markets• Innovative products and

services• Responsiveness

• High costs• Poor quality• Missed schedules and

deadlines• Confusion around priorities• Inconsistent performance

• Clear direction• Alignment across the

organization• Reliable processes

• Mundane products• Missed market opportunities• Predictable strategy• Difficulty with change

Adaptive Innovation

ConsistentExecution




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Brand TravelBrand TravelMarketing Academy Faculty Learning DayMarketing Academy Faculty Learning Day

Fallon, 9 March 2011Fallon, 9 March 2011

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© International Marketing Partners Ltd.

brand travel 9 3-11 @ fallon

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