Global Communication is key to a Global Brand

http://www.businessweek.com/magazine/content/08_39/b4101060110428.htm?chan=magazine+channel_special+report

Globalizing a brand is key to globalizing your business. Social media and Web 2.0 allows consumers - and their sentiments/beliefs - to instantly span borders and boundaries. The days of fragmented markets are coming to a close. Smart companies - those that build true global brands - recognize the imperative of launching global branding and PR initiatives. What a consumer in Tokyo thinks, can quickly impact the behavior of consumers in Toronto or Tel Aviv.
View the global marketplace as a single unit (albeit with geographic and demographic niche markets), and virtually any brand (or concept) can be globalized.

-Josef Blumenfeld

View Josef Blumenfeld's profile

Strategic PR is more vital than ever

http://www.businessweek.com/magazine/content/08_39/b4101052097769.htm?chan=magazine+channel_special+report

It may be the "gutsy chief marketing officer" that invests in brand-building - but it's the wise one that invests in public relations. At a time when public confidence is eroding - in government, our financial structures, the future in general - the companies that strengthen the public's perception of their brand portfolios are the ones that will better weather this storm. Strategic PR efforts can engage consumers in a unique and targeted way - helping strengthen market support for key brands. The cost for brand-building through PR (rather than advertising as the "smooth talkers on Madison Avenue" are recommending) is far less onerous...but can produce far greater results.

View Josef Blumenfeld's profile