Creating a global brand

April 28, 2016
Tom Sanders Director, Brand Strategy

It’s always nice to connect with old friends. It’s even nicer when you seem to pick up right where you left off. That was the experience I had a few weeks ago with my long-time friend Kristen Wright, who is the CMO for Cielo, a leading global talent acquisition and management partner.

Last year, The National Business Marketing Association (BMA) awarded Cielo top honors in their category as the Corporate Marketer of the Year. Clearly impressed with her work, they went on to award Kristen the individual award for Top Marketer of the Year. Not too shabby.

So when Kristen was scheduled to present on her company’s global rebranding story, I knew I couldn’t miss it.


Defining a Brand

Over the course of her career, Kristen has successfully re-launched two major global brands. For Cielo, she’s successfully connected the branding efforts to lead generation and sales enablement for the company. She has an impressive track record of success. I think a lot of this has to do with her approach to branding. She defines it as:

  • Visual, verbal & experiential
  • A promise and the sum of all the experiences a person has with a company
  • The thing that differentiates your company form the rest
  • Embodying the personality and spirit of the company
  • The common thread that runs though the entire business, offerings, and interactions internally AND externally


Fixed and Flexible

If there is one thing she’d advise on global rebranding, it’s striking a balanced between a fixed and flexible approach. The fixed elements are the standards that drive consistency. The flexible elements are the ones that allow for adaptation to market and cultural nuance. There is no one-size-fits-all solution.

But fortunately, she has more insight to offer on the topic. Check out Kristen’s top 10 insights to launching a global brand.

  • We take your privacy seriously. We do not sell or share your data. We use it to enhance your experience with our site and to analyze the performance of our marketing efforts. To learn more, please see our Privacy Policy.
  • This field is for validation purposes and should be left unchanged.


Blogs, articles and insights from the people who drive our ideas.

See our ideas