During this step, the Brand Parent begins to play his role of apostle of the Brand Character: He should organize several regional conferences to explain the role and the purpose of brand character, and train local marketing staff on its use and on the review and approval procedure to ensure it is respected. (JRC&A can assist in the preparation and delivery of this training.)

Part of the training and of the selling process consists of helping the local marketing staff do a local brand character evaluation and determine the gap that exists between the intended global character and local reality. They will then be asked to develop a strategy to bring the local character more in line with the one in the Brand Character Statement.

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Articles and Presentations BRANDING ARTICLES ---------------- List of branding articles with short summaries Give your Brand in Marriage (1985 version) Global Branding: Married to the world The Delphi Process: a strategic branding methodology Branding, Marketing and Sausage Making Branding and Promotion: an Uneasy Cohabitation Big Brand Sound Marketing v. Branding Brick & Mortar: Energy Slowed Down? How Much for that Brand in the Window? Give your Brand in Marriage - Revisited Brand Flexibility Is the Internet really killing Brands? Duh Com Olds brand just fades away The Monroe Doctrine of Branding Brand, Brand on the Wall... Big Lies, Little Lies and Brands The Quest for the Right Brand Strategy: The Unholy Grail Capuchin Branding: What monkeys can tell us about branding Tacit Branding Messages Trust me, Morons Branded Media Obama the Brand NEW PRODUCT DEVELOPMENT ARTICLES -------------------------------- List of new product development articles with short summaries Telecommuting: The New Product Opportunity How the Internet could change the Pet business Food Vending: a vision of the future Three avoidable focus group mistakes New Product Success from the Other Side of the Road Long tail and serendipity MISCELLANEOUS ------------- Miscellaneous articles/presentations with short summaries Fuzzy Logic Marketing Export Etiquette Presentation on Cultural Differences

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