You know that moment, when great branding stops you in your tracks and makes you take notice. It’s clever, maybe funny, aesthetically beautiful or stark. But always memorable. If a business then delivers on what its promises, branding has the ability to foster intimate relationships, and turn consumers into long-term customers. It’s little wonder that global brands spend so much money on their marketing efforts.
Nonetheless, it only takes a few inconsistent applications of brand assets and/or communications for a business to appear unprofessional, even unreliable if the issue persists. So how do global businesses succeed in keeping their branding consistent across their global offices?