THE GLOBAL BRAND EQUITY REPORT: End of Global Brands. Rise of Local Relevancy.

This piece was originally published as The Global Brand Equity report here.

The year 2017 calls for the end of global brands, at least as we know them. The future looks much more incomprehensible, complex and blurred, which requires a more granular, nuanced and tribal approach to designing brands and crafting their communication. Simple solutions are no longer enough. Simplicity needs to be applied on a complex level to spark relevancy and drive significance from bottom up.

What does this mean for brands? Here are the 6 key dimensions global brands will need to understand to maximise their value growth and boost equity:

1. End of Global Planning: Redefining Strategy to Maximise Brand Value

Brands need to embrace local relevancy to create strong cultural footprints in markets around the world. This will enable them to stand still when the storm hits hard. Global planning is over. To stay nimble, actionable and continually build value, brands now need to choose an opposite approach.

Brands need to embrace a collective of locally relevant strategies with the global HQs as an oversight to act more as a sensemaker and a curator putting all individual pieces together…