Comments on: “Global” Campaigns & The Ultimate Driving Machine

By: Cameron

Cameron — Fri, 23 Apr 2010 12:41:46 +0000

Thanks Parker. These issues are difficult to manage but I really think erring on the side of “local” is a better approach.

By: Cameron

Cameron — Fri, 23 Apr 2010 12:40:43 +0000

I agree Arthur, it’s a real mis-step for BMW.

By: arthureinstein

arthureinstein — Fri, 23 Apr 2010 01:02:23 +0000

All well and good Cam
But the ads are just dumb.
“the only ultimate driving machine”??
Can there be more than one ultimate?
Geez.

By: Parker

Parker — Thu, 22 Apr 2010 00:07:16 +0000

Cameron,

Right on my man. Absolutely consistent with my experience managing global brand campaigns. As a nascent brand … central control and development can drive necessary consistency (albeit sometimes at the expense of local relevance). But it’s like political “talking points” .. define the core message(s) … rinse and repeat.

Otherwise, I agree. Defining the core value proposition and positioning … but allowing local creative expression of same (granted, with some policing, otherwise the rogue move is inevitable) is a much stronger strategy.

Parker

By: Cameron

Cameron — Tue, 16 Mar 2010 13:04:12 +0000

Thank you Tilda.

By: Tilda Mangan

Tilda Mangan — Tue, 16 Mar 2010 04:56:45 +0000

I saw your site bookmarked on StumbleUpon. I love your site and articles. Keep up the good work.

By: Michael D

Michael D — Tue, 02 Mar 2010 20:06:15 +0000

Cam,
Great post. Great insights you’ve shared. I tried to link it to my FB page but it wouldn’t stop “processing” the link. I’ll try again later and will let you know if it happens again. Have you considered a podcast series etc for your blog? If not, do. Yours is the material clients and prospects alike want/need to see.
Cheers,
Michael