THE FUTURE OF PLANNING
33
GLObAL bRANd
PLANNING
Emerging brand wisdom
FIGUFRIGE U1RE 1 FIGUFRIGE U2RE 2
JWT TJWimeT MTiemtrei cM Sectorirce sS c(oInrdees x( Ibnyd ecxo ubnyt rcyo)untry) Price aPnridc ev aalnude vmaelusesa mginesgs caogimngp acroemd ptaor eodth teor oatphperro apchperos aches
(Dece(mDbeecre m20b0e8r t2o0 0M8a yto 2 M00a9y) 2009)
NetherNlaentdhserlands 0.8 0.8
UK UK 1.5 1.5 6
8
6
8
SwedenSweden 1.8 1.8
% %

AustriaAliuastrialia
P P
2.0 2.0 r
i
r
i
DenmaDrkenmark
c c
2.2 2.2 e

e

USA USA
a a
2.4 2.4 n
d
n
d
CanadaCanada 2.7 2.7

v

a
v
France
l
a
France
l
2.9 2.9
u
e
u
e
Japan Japan
2.9 2.9
Spain Spain 3.1 3.1
Russia Russia
3.8 3.8
t
h
e
r
e
r
GermaGnyermany
3.8 3.8
3
2
%

O
3
2
%

O
t
h
Brazil Brazil 3.9 3.9
TaiwanTaiwan 3.9 3.9
MexicoMexico
4.1 4.1
China China
5.2 5.2
South KSouretha Korea
6.2 6.2
ThailanTdhailand
8.7 8.7
India India
9.3 9.3
SourceS: oMuirllcwea: rMdi lBlwroarwdn B Brroawnnd ZB, r2a0n0d8Z, 2008 Source:Sour JWT ce:Anxiety Index (www JWT Anxiety Index (www.anxietyindex.com).anxietyindex.com)
system step-by-step and you will come up with looking for a way to create enthusiasm for of the world where people still love brands?
The Ideal brand.” our brands? No doubt risk comes into the consumers in developing markets are not
This is the view that marketing has equation. The dominant view carries with it a cynical and brand-weary. They are full of hope
developed in the west (particularly the Us and language – of ‘link’ testing, of innovation fun- for the future, with a great determination to
UK) and, as witnessed by the UNCTAD Creative nels, of segmentation – that seems to disarm succeed and fl ourish. This leads to a different
Economy Report 2008, is being exported to concerns about risk and appease corporate process of doing marketing, epitomised by
the developing markets. This current approach cultures that see marketing as an expense, Unilever chief marketing offi cer simon clift’s
seems unlikely to help us avoid the genericising rather than an investment. When the average comparison, in an address to the Marketing
of brands. We should resist the temptation to tenure of a cMO is little more than two years, society, between marketing in western Europe
extend a wholly analytical view of brand build- resorting to this must feel a good bet. and what he experienced in Latin America:
ing, concentrating on the periphery and minu- “[Marketing in Latin America shows] a belief
tiae, while fewer and fewer want to spend time
............................................................................
WEsTERN VIEW
in the power of brands; an almost childlike
with the brand itself. Planning must look to optimism in what marketers can achieve with
break from the pull of the dominant marketing but maybe the observation that the dominant them with a little courage, imagination and
view if we are to reinvigorate the increasingly marketing view is currently a western export when unencumbered with cynicism or self-
unenthusiastic consumer, and defend brand is a more fundamental issue. Why are we imposed limitations.”
F
enthusiasm in those who still ha
IGUFRIGE U3RE 3
ve it. adopting the marketing view from parts of the It may well be that this approach is even
Marke
Wh
Mt arer
y is it that w
kseat rrcehs erevearch
e seem stuck in the hunt
n urevees pneure hs epaedr ohfe pado poufl aptoiop
w
nu
orld wher
l(a$ti)o 2n0 (0$8)
e people ha
2008
ve fallen out of love aided by breathtakingly smaller spends on
for the perfect hopper ingredients, rather than with brands, rather than looking to the parts research in the developing markets (Figure 3).
28 28
28.49 28.49

admap February 2010
21.83 21.83
21 21
ADM Feb 32-34 Murphy.indd 2 1/22/2010 15:50:25
4.84 4.84
2.95 2.95
1.19 1.19 5 5
0.44 0.44
3 3
WorldWorld
NorthN orth EuropEeurope Latin Latin Asia PAacsiifiac PacifiMciddleM Eidadstl e East 2 2
AmeriAcamerica AmeriAcamerica and Afarnicda Africa
1 1
Source:Sour ESOMAR Global Markce: ESOMAR Global Market Researet Research Reporch Report 2009 and UN population datat 2009 and UN population data
E E
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