The Global Brand
Global Success
Marketing campaigns in The Global Brand
George Clooney for Nespresso
(Chapter 1, p. 17)
Red Bull grassroots marketing
(Chapter 2, p. 30)
M&S – Your M&S
(Chapter 3, p. 43)
Thanda Matlab Coca-Cola – Aamir Khan
(Chapter 4, p. 49)
NikeID, Nike+
(Chapter 4, p. 58-59)
Dove – Campaign for Real Beauty
(Chapter 4, p. 61-62)
Channel - No. 5 The Film
(Chapter 4, p. 64)
Accenture – Tiger Woods
(Chapter 5, p. 75)
Intel Inside
(Chapter 5, p. 75)
GE "Imagination at work"
(Chapter 5, p. 77)
Marmite "The growing-up spread…", "Love it or hate it"
(Chapter 7, p. 105)
Cola Turka Chevy Chase ad
(Chapter 7, p. 109)
Nestle chocolate wafer in China
(Chapter 9, p. 130)
Pepsi Khufiya cards
(Chapter 9, p. 133)
Sunsilk gang of girls web site
(Chapter 9, p.133)
MILO sponsorship of SEA games
(Chapter 9, p. 136)
Vodafone sponsorship of car racing
(Chapter 10, p. 147)
Axe/Lynx "the Mating Game"
(Chapter 12, p. 166)
Axe/Lynx launch in Japan
(Chapter 13, p. 178)
iPod/Apple design aesthetic
(Chapter 13, p. 180)
Persil/Omo Dirt is Good
(Chapter 13, p. 183)
HP Project Direct
(Chapter 13, p. 184-185)
Guinness viral marketing campaign
(Chapter 13, p. 185)
Nicorette Cravings Man
(Chapter 14, p. 190-191)
Coke world cup 2006 advertising
(Chapter 15, p. 208)
Dole digital bananas
(Chapter 16, p. 220-221)
Shanghai Tang
(Chapter 16, p. 221-222)