Global Marketing Case Studies

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The Global Branding chapter of our book Marketing Excellence 2 contains 3 award winning case studies by Aviva, ebookers and Dulux.

The foreword to the chapter is supplied by Dan Cobley, the Director of North and Central Europe Marketing at Google.

“Global branding? Yes or no? This is one of the most agonising questions to face many marketers with an international remit. In this increasingly global world the potential benefits are clear. But what about the costs? And the risks?”
Dan Cobley,
Director of North & Central Europe Marketing, Google

View entry criteria for the Global Marketing award

Case Studies for Global Marketing Case Studies

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Creating a new global brand in a 300-year old market. Aviva successfully managed a massively complex crossborder rebranding programme to fulfil its ambitious vision of strengthening its bond with customers. Changing the brand in the UK, Ireland and Poland was a huge logistical challenge and involved a team of 700 people working in tandem to deliver on time and to budget. Read the full Aviva Case Study in Marketing Excellence 2.
Building on a common insight to create a global brand. By rethinking its approach to cultural differences and finding common ground in the regenerative power of colour, Dulux became a truly global brand. A major needs-state segmentation study, based on both global and local findings, uncovered similarities the brand could build on and gave the global marketing team a shared language. Read the full Dulux Case Study in Marketing Excellence 2.
Creating crossborder consistency in an online brand. An innovative approach to uncovering consumer insights helped the revitalised brand reposition itself seamlessly across Europe. The resulting brand was based on a simple and streamlined design that reflected consumer desire for bookings to be quick, intuitive and hassle-free. Read the full eBookers.com Case Study in Marketing Excellence 2.