September 16, 2010 09:02 ET
The Global Brand CEO: The Ultimate Marketing Machine Launches Today
EffectiveBrands' Marc de Swaan Arons and Frank Van Den Driest Reveal New Insights
NEW YORK, NY--(Marketwire - September 16, 2010) -
"Over the last decade global marketing has become a whole different ball game. This is the first book I know of that addresses the key global marketing issues head on. The authors clearly build on broad and deep experience, and offer a unique view from within many of the most successful global marketing companies."
--Jim Stengel, Global Marketing Officer, P&G (2001-2008)
"This book is a rare and extremely valuable contribution to help global companies manage their most valuable assets in multiple countries."
--Simon Clift, Chief Marketing Officer Unilever (2008-2010)
"The Global Brand CEO is a must-read for anyone involved in marketing a global brand. Leveraging its unique vantage point of deep experience and practice across an incredibly wide range of brands, companies and markets, this book brings you both proven theory and practical How To's that will enable you to immediately improve the effectiveness and efficiency of how you conduct your marketing role and develop your organization."
--Rob Malcolm, President Global Marketing, Sales and Innovation
Faced with the challenges of creating and growing global brands -- increasingly critical in almost every worldwide market -- marketers find themselves forging vast and uncharted territory. In THE GLOBAL BRAND CEO: The Ultimate Marketing Machine, (Airstream International; September 20, 2010; $34.95; Cloth), global marketing experts Marc de Swaan Arons and Frank Van Den Driest, provide insights into the "hows" of effective global marketing using real-life experiences and case studies from marketing leaders at many of the world's biggest marketers: Procter & Gamble, Unilever, Wal-Mart, Cargill, Bacardi and American Express.
Marc de Swaan Arons and Frank Van Den Driest, cofounders of global consultancy EffectiveBrands, take readers on an in-depth exploration of issues that confront executives charged with selling brands in multiple international markets now, and reveal processes and solutions devised to address these issues. Including insights drawn from interviews with many of today's top global marketers, from Stephen Quinn (Wal-Mart), Silvia Lagnado (Bacardi) and Lee Ann Daly (Thompson Reuters) to Jim Stengel (ex-P&G), Rob Malcolm (ex-Diageo) and Simon Clift (ex-Unilever).
THE GLOBAL BRAND CEO will launch on September 16 at the Global Marketing Leadership Summit at the World Expo in Shanghai. The Summit is being co-hosted by EffectiveBrands and World 50, an organization that brings together senior execs in intimate forums. Featuring panel discussions led by senior marketers from Glaxo Smith Kline, Levi's denizen brand, Coca-Cola and Unilever on such issues as building global brands in China and purpose-driven marketing.
EffectiveBrands™ is the only marketing consultancy focused on specifically unlocking the value of global marketing and brands. Their programs and practical tools help marketers build global marketing strategy, structure and capability to accelerate growth and drive efficiencies. Their insights are built on in-depth global marketing experience and the proprietary Leading Global Brands™ study. The company has offices in New York, London, Amsterdam and Singapore.
About the Authors
Marc de Swaan Arons In addition to being co-founder and Chairman of EffectiveBrands™, Marc has worked directly with some of the worlds' most prominent Chief Marketing Officers and global brand leaders, and is a frequent keynote speaker at business schools, companies, and industry conferences. His work has appeared in Forbes, Sprout, Advertising Age, Chief! Marketer, Marketing Week, and BrandWeek. Marc co-founded EffectiveBrands™ in 2001 following a successful career with Unilever. He has been listed among the top-10 marketers for the last three years in TvM, and in 2008 he was awarded the Asian Global Marketing Award.
Frank Van Den Driest As co-founder of EffectiveBrands™, Frank is well-known for his work in developing leading global brand strategy and deployment programs. He has worked in executive management roles for BBDO, GfK, and the PositioningGroup. Frank has lectured at various MBA programs and led many in-company global brand excellence programs. Frank has been a highly successful sparring partner and coach to many CMOs and global brand leaders, all in pursuit of building the elusive archetype of the global marketing machine.