#simon clift

[brandmax-blog]

Simon Clift of Effectivebrands on who's getting brand optimisation right

HSBC. This organisation understood that great brands are built on a universal insight that resonates with consumers. HSBC realised that customers are individuals and that, understandably, they want companies to treat them as such. They want to feel that companies care about them, recognise their needs and understand what makes their community special or different. HSBC was clever to base its global brand idea on this insight, finding the ideal balance between global leverage and local relevance as 'the world's local bank'.

SIMON CLIFT, advisory board member, Effectivebrands

[brandmax-blog]

Simon Clift on the biggest challenge for marketers

'There are few issues on the marketer's agenda simultaneously so pertinent and so poorly documented as the management of global brands. Today almost every marketer works for, or competes against, a global brand. As they manage their brands to address this, more marketers are running into the challenge of making their marketing mix work in different parts of the world. This represents a daunting challenge for most companies.'

SIMON CLIFT former chief marketing officer at Unilever and member of the EffectiveBrands Advisory Board