There is corporate strategy, then there is brand strategy. There are corporate communications and corporate shareholders; then there are employees and customers. There are corporate values, policies and procedures and then there is innovation, digital and customer...
As a startup or an SMB, the issues of “centralized” branding and global marketing are not even on the radar. But, as companies get bigger, the natural tendency is to centralize the global marketing function. Whether it is L’Oreal, Procter &...