CMO Council Identifies Challenges and Best Practices in Cross-Border Marketing

CMO Council Identifies Challenges and Best Practices in Cross-Border Marketing 
Marketers Across Multiple Industry Segments Discuss How Their Brands
Have Overcome Obstacles and Achieved Multi-Geographical Success in
Latest Issue of PeerSphere 
PALO ALTO, CA -- (Marketwired) -- 08/27/13 --  Chief marketing
officers of global brands face numerous challenges in reaching and
targeting consumers in various markets worldwide. From maintaining a
consistent brand identity and globalizing campaigns and marketing
channels to localizing messages and products to individual markets,
these brand ambassadors must overcome a number of hurdles to remain
relevant to global consumers. However, in its latest issue of
PeerSphere, the Chief Marketing Officer (CMO) Council asserts that
effectively aligning against these imperatives is essential in order
to drive revenue and engage today's consumers. 
The Q3 2013 edition of PeerSphere -- the CMO Council's peer-inspired,
peer-driven and peer-influenced quarterly journal -- is available for
download today and features insights from global marketing executives
at companies such as Pitney Bowes Software, Heineken, P&G, Crabtree &
Evelyn, PerkinElmer, Millennium Hotels & Resorts, Gloria Jean's
Coffees and many more. 
The cover story for the new issue highlights the complexities of
global branding and cross-border marketing and delves into some of
the intricacies of globalizing brands and experiences while also
understanding the need to localize campaigns, products and
routes-to-market. Featuring perspectives from marketing executives
across multiple industries and geographies, the article provides
insights into how leading global marketers are reaching consumers on
a local level while maintaining global relevance and consistency. 
The cover story also sets the stage for a new CMO Council thought
leadership initiative that will evaluate and discuss brand identity,
uniformity, consistency and protection worldwide; global campaign
integration, execution and measurement; globalization of digital
marketing channels; and localization of products, pricing and paths
to purchase. 
"Efforts to reach and activate local audiences on a global level will
not be effective over the long term if worldwide consistency and
relevance are not achieved," noted the CMO Council's Executive
Director, Donovan Neale-May. "If you think of distinctive brands like
Apple, specific images and associations come to mind because the
brand has managed to create a deep identity and strong affinity in
the minds of consumer, regardless of whether or not they are current
customers, and despite where they may be in the world. This is the
type of recognition that global brands must strive for in the minds
of consumers." 
The latest PeerSphere edition covers a wide range of subjects
relevant to global marketing leaders and features articles on a
variety of pertinent subjects, among them: 

--  A new approach to Hispanic marketing that highlights this segment's
    shifting paradigm and how marketers can effectively target these
--  An article about the process of reverse geocoding and how it enables
    precise customer targeting at the right time and with the proper
--  Interviews with Mazher Khan, Marketing Head for Fitness Time-Saudi
    Arabia, and Lesya Lysyj, CMO and Senior Vice President of Marketing
    for Heineken

PeerSphere is now available to download for $9.95 and is provided on a
complimentary basis to premium CMO Council members. For more
information or to download the issue, visit 
About the CMO Council
 The Chief Marketing Officer (CMO) Council is
the only global network of executives specifically dedicated to
high-level knowledge exchange, thought leadership and personal
relationship building among senior corporate marketing leaders and
brand decision-makers across a wide range of global industries. The
CMO Council's 6,500-plus members control more than $350 billion in
aggregated annual marketing expenditures and run complex, distributed
marketing and sales operations worldwide. In total, the CMO Council
and its strategic interest communities include more than 35,000
global executives in more than 110 countries covering multiple
industries, segments and markets. Regional chapters and advisory
boards are active in the Americas, Europe, Asia-Pacific, Middle East,
India and Africa. The council's strategic interest groups include the
Coalition to Leverage and Optimize Sales Effectiveness (CLOSE),
Mobile Relationship Marketing (MRM) Strategies,,, Marketing Supply Chain Institute, Customer
Experience Board, Digital Marketing Performance Institute,
GeoBranding Center and the Forum to Advance the Mobile Experience
(FAME). More information on the CMO Council is available at 
CMO Council Media Contact:
Crystal Berry
Communications Director
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