males and females, young kids to adults around the world. Targeting countries alien to the Beckhams, but acknowledge football or The Spice Girls. I would want the brand to appeal to Beckham brand virgins and reluctant, cynical people who think the brand would be superficial. I would also want to retain and revolutionise the interest of current consumers.

By thinking globally but acting locally the brand would reach and engage the hearts and minds of consumers from all over the world.

If we were asked to manage the international expansion of the Beckham brand, what would we do?

First and foremost I would define the Beckham brand. Determining it as a worldwide publicity and celebrity brand would allow me to understand the brand and where it needed to be positioned and directed.

The main objectives would be: The brand extension must explore and exhaust current and new potential markets where the Beckham’s brand salience and leverage could be fully exploited. Strategy would be crafted by working on considerate insights into the consumers and their relationship to the brand. That would fuel a differentiating and motivating proposition that would communicate a uniform, clear and understandable message.

The next vital area would be understanding the client’s needs outlining specific commercial and financial targets.

The next step would define clear communications objectives. Firstly to increase penetration into households with Beckham products such as merchandise, posters, games, mini-Beckham dolls/toys, CDs, videos etc.

Secondly to grow share against key competitors such as other celebrity cultures Hollywood, Hello magazine, the Royal Family, tabloids and now the rugby world cup/Jonny Wilkinson fever.

By analysing and relating to the consumers, certain creative and strategic insights would become apparent hence promoting the brand would be more focused and efficacious. Such insights would allow for a considered, innovative and effective communication propelled through the most exhaustive media channels. Achieving successful promotions achieved by sponsoring: sports initiatives around the world, social events such as Award ceremony parties and fashion events and a reality TV show similar to MTV celebrity shows e.g.. The Osbournes, Celebrity Cribs, Jessica Simpson etc. Also promoting all of the above in uncharted territory (USA/Asia) would enforce worldwide brand recognition.

We would be talking to males and females, young kids to adults around the world. Targeting countries alien to the Beckhams, but acknowledge football or The Spice Girls. I would want the brand to appeal to Beckham brand virgins and reluctant, cynical people who think the brand would be superficial. I would also want to retain and revolutionise the interest of current consumers.

By thinking globally but acting locally the brand would reach and engage the hearts and minds of consumers from all over the world.

ategy would be crafted by working on considerate insights into the consumers and their relationship to the brand. That would fuel a differentiating and motivating proposition that would communicate a uniform, clear and understandable message.

The next vital area would be understanding the client’s needs outlining specific commercial and financial targets.

The next step would define clear communications objectives. Firstly to increase penetration into households with Beckham products such as merchandise, posters, games, mini-Beckham dolls/toys, CDs, videos etc.

Secondly to grow share against key competitors such as other celebrity cultures Hollywood, Hello magazine, the Royal Family, tabloids and now the rugby world cup/Jonny Wilkinson fever.

By analysing and relating to the consumers, certain creative and strategic insights would become apparent hence promoting the brand would be more focused and efficacious. Such insights would allow for a considered, innovative and effective communication propelled through the most exhaustive media channels. Achieving successful promotions achieved by sponsoring: sports initiatives around the world, social events such as Award ceremony parties and fashion events and a reality TV show similar to MTV celebrity shows e.g.. The Osbournes, Celebrity Cribs, Jessica Simpson etc. Also promoting all of the above in uncharted territory (USA/Asia) would enforce worldwide brand recognition.

We would be talking to males and females, young kids to adults around the world. Targeting countries alien to the Beckhams, but acknowledge football or The Spice Girls. I would want the brand to appeal to Beckham brand virgins and reluctant, cynical people who think the brand would be superficial. I would also want to retain and revolutionise the interest of current consumers.

By thinking globally but acting locally the brand would reach and engage the hearts and minds of consumers from all over the world.

ts such as merchandise, posters, games, mini-Beckham dolls/toys, CDs, videos etc.

Secondly to grow share against key competitors such as other celebrity cultures Hollywood, Hello magazine, the Royal Family, tabloids and now the rugby world cup/Jonny Wilkinson fever.

By analysing and relating to the consumers, certain creative and strategic insights would become apparent hence promoting the brand would be more focused and efficacious. Such insights would allow for a considered, innovative and effective communication propelled through the most exhaustive media channels. Achieving successful promotions achieved by sponsoring: sports initiatives around the world, social events such as Award ceremony parties and fashion events and a reality TV show similar to MTV celebrity shows e.g.. The Osbournes, Celebrity Cribs, Jessica Simpson etc. Also promoting all of the above in uncharted territory (USA/Asia) would enforce worldwide brand recognition.

We would be talking to males and females, young kids to adults around the world. Targeting countries alien to the Beckhams, but acknowledge football or The Spice Girls. I would want the brand to appeal to Beckham brand virgins and reluctant, cynical people who think the brand would be superficial. I would also want to retain and revolutionise the interest of current consumers.

By thinking globally but acting locally the brand would reach and engage the hearts and minds of consumers from all over the world.

ovative and effective communication propelled through the most exhaustive media channels. Achieving successful promotions achieved by sponsoring: sports initiatives around the world, social events such as Award ceremony parties and fashion events and a reality TV show similar to MTV celebrity shows e.g.. The Osbournes, Celebrity Cribs, Jessica Simpson etc. Also promoting all of the above in uncharted territory (USA/Asia) would enforce worldwide brand recognition.

We would be talking to males and females, young kids to adults around the world. Targeting countries alien to the Beckhams, but acknowledge football or The Spice Girls. I would want the brand to appeal to Beckham brand virgins and reluctant, cynical people who think the brand would be superficial. I would also want to retain and revolutionise the interest of current consumers.

By thinking globally but acting locally the brand would reach and engage the hearts and minds of consumers from all over the world.

males and females, young kids to adults around the world. Targeting countries alien to the Beckhams, but acknowledge football or The Spice Girls. I would want the brand to appeal to Beckham brand virgins and reluctant, cynical people who think the brand would be superficial. I would also want to retain and revolutionise the interest of current consumers.

By thinking globally but acting locally the brand would reach and engage the hearts and minds of consumers from all over the world. With the atomisation of global consumer markets an integrated media plan applied uniformly across borders but respecting local market’s unique intricacies, the Beckham brand communication would be understood globally with consistency and clarity. The ad campaigns would exhaust all fruitful media channels: TV, print, sponsorship (mentioned above), as well as direct marketing for focused customer relationship management.

The audience would become addicted to the brand by using consumers as the ultimate authority and developing nuances and insights into the their needs and nature of their relationship to the brand. By creating an appealing and engaging brand Beckham personality, consumers would feel emotion and association with the brand and carry these sentiments into a long-lasting relationship. Big, inspirational and original ideas that linger in consumer’s hearts and minds would fortify the consumer-brand relationship and implement a healthy future for the brand.