ABSTRACT
At the start of the millennium, global software giant SAP AG had an identity crisis. Years of neglect combined with inconsistent messages distributed worldwide through locally produced advertising campaigns led to a weak brand image at a time when competition was heating up. Acknowledging the problem, company leaders hired a global chief marketing officer from the consumer products industry to create a consistent and relevant global brand image. The resulting multi-year effort involving – among other things – customer and employee research, a global advertising agency, brand champions located worldwide, and a marketing communications toolkit and intranet resource for local use, had spectacular results. Six years after starting the re-branding effort, the company’s profit grew by more than 200 percent. It is a testament to the power of effective global communication in today’s seemingly borderless world.
