First, connect.
Key local teams need to know and believe that their market's success drives the global team's work, he says. Second, inspire. Global brand leaders must identify a universal insight and ignite and
nurture an internal passion for it. Third, focus. The new Coors Light global leadership team has developed a one-page document that outlines the brand vision, mission and strategy.
Fourth, organize by defining the operating model and roles of each marketing team early on and then enforcing the model and required behaviors. Finally, build. Speak one marketing language, build on successes and mistakes, and create a community of excellence where team members can share and find support and counsel.
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