Take a peek into the world of global brand management with Monica Skipper, who spent 20 years at FedEx in various brand leadership roles. Monica shares her wealth of experience and offers valuable insights on:
- The evolution of brand management at FedEx, from a logo-centric approach to a comprehensive business strategy
- Challenges and successes in maintaining brand consistency across a large, global organization
- The importance of data-driven brand strategies and how FedEx leveraged customer insights
- Navigating complex brand architecture decisions, including the integration of acquisitions
- The role of leadership support in successful brand initiatives
- Balancing global brand consistency with local market needs
- The transition from brand policing to brand enablement
This episode provides a rare glimpse into the inner workings of brand management at one of the world's most recognizable companies.
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