A global company doesn’t just have a global base of consumers; it also entails a global base of advertisers. B2B messaging across markets requires nuanced understanding of culture and values. As one of the largest and most loved consumer brands in the world, how do you establish B2B brand values that build upon your consumer strengths but speak more directly to the advertisers and brand managers that drive your revenue?

We designed a research program to help identify the values and campaign messages that resonate globally as well as to better understand what needs to be localized. The results guided a set of global brand values with localized supporting points for the sales team to deploy to key decision-makers around the world.