PALO ALTO, Calif. (August 27, 2013)—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 consumers


• An article about the process of reverse geocoding and how it enables precise customer targeting at the right time and with the proper channel


• 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.

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, LoyaltyLeaders.org, CMOCIOAlign.org, 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 www.cmocouncil.org.

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Media Contact:

Crystal Berry

Director, Marketing Programs and Communications

cberry@cmocouncil.org