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Building a global brand: Lessons from FedEx with Monica Skipper - Part 2
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In this second part of our conversation with Monica Skipper, former VP of Brand at FedEx, we delve deeper into the intricacies of global brand management. Monica shares more of her invaluable insights, including:
- The evolution of FedEx's brand architecture and the challenges of integrating acquisitions
- Strategies for brand enablement and moving away from the "brand police" mentality
- The critical role of data in shaping brand strategies and decision-making
- Balancing global brand consistency with local market needs across 220 countries
- The importance of leadership support in driving major brand initiatives
Monica also offers her perspective on the value of having both client-side and agency experience in brand management. She provides practical advice for navigating complex organizational structures and building influential relationships across departments.
This episode offers a rare, behind-the-scenes look at brand management within a Fortune 500 company, providing valuable lessons for brand professionals at all levels.
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