Don’t be a transmitter, rather inspire the marketing divisions
In organizations that work via a network model, divisions inspire each other and employees, locations and teams work together. The emergence of networks is important because employees within divisions of internationally operating organizations - each with their own culture, language area, way of thinking and processes - are specialized in their own market.
The head office no longer serves as a ‘transmitter’ in a network model determining which rules and frameworks may be applied. The head office only provides headlines, facilitates collective resources and provides sources of inspiration. So that the brand identity in every country comes across in the same way (corporate identity, etc.) and conveys the same vision. For example, the international divisions are responsible for their own branding in the local environment, based on the local context, such as (visual) language and (business) culture. By constantly inspiring them and providing them with correct examples, they translate the brand identity into local and cultural insights and specific market expectations in a very pragmatic and current way. Customers benefit the most from this. Through the network model, people inspire each other and learn from each other, 24/7/365.