With brands aiming to reach newer horizons, having to see themselves as global market leaders, can sure be counted as their raison d'être. Brands enjoying the ‘global’ tag are often the ones whose positioning, advertising, strategy, personality, etc. are a reflection of their core values and missions, which may vary from country to country. Undoubtedly, brands who become more global reap some clear benefits.

Experts believe that is indeed a great time for Indian brands to go global. Piyush Pandey, Chief Creative Officer Worldwide and Executive Chairman, Ogilvy India asserts that the world is looking at India with a lot of hope. There is also an increased focus on young Indians because they are now enterprising. They may be the first-timers into business, but they are definitely savvy and capable. 

Rory Sutherland, Vice Chairman, Ogilvy UK adds how creating both, mental and physical distribution channels are necessary today. He suggests the young entrepreneurs to create demand before looking for supply benefit. “No point in creating distribution channels if consumers are not aware of your product. Aim at building a personality of your product that consumers believe in,” he highlights. 

Both veterans then mention of the fascinating success story of Starbucks. Sutherland observes, “When a brand focusses on selling one thing, consumers believe the brand to be good at it. The kind of badge value and distribution network that Starbucks created, attracted consumers’ interest in the category. 

Pandey agrees, “Reaching out to people is not good enough, but reaching out to them with a message is what makes you stand out.

Advertising has become very narrow a definition. Any way of reaching out to the consumer is advertising today. So, Starbucks badge value, with its named cups, also reflects its exceptional advertising strategy. The company spent on creating an experience for its consumers, which eventually built its trust with them. 

With competition at every corner, innovation in your product and your relation with your consumers, will help you thrive and survive.” 

For a brand’s desire to be global, they must become national first and then aim for international markets, they suggest further. 

Sutherland further points how a brand’s journey passes through various stages- from local, regional, national to global. For this, there must be three factors in cooperation- imagination, persuasion and trust. “Unless the first two are in sync, consumers will not trust you. It is important to understand that people who work together gain better profits.

Instead of making your products cheap, your marketing agenda must be to make non-customers buy at full price.”

The key takeaway for marketers is to understand that building a global brand requires more than just launching a web site. Rather, a careful study of all parameters- consumer behaviour, market position, finding good partners, etc. makes the big difference. 

This session was held at the Amazon Smbhav Summit 2021.