Building a global brand: Lessons from FedEx with Monica Skipper - Part 1

Take a peek into the world of global brand management with Monica Skipper, who spent 20 years at FedEx in various brand leadership roles⁠⁠. Monica shares her wealth of experience and offers valuable insights on:

• The evolution of brand management at FedEx, from a logo-centric approach to a comprehensive business strategy⁠
• Challenges and successes in maintaining brand consistency across a large, global organization⁠
• The importance of data-driven brand strategies and how FedEx leveraged customer insights⁠
• Navigating complex brand architecture decisions, including the integration of acquisitions⁠
• The role of leadership support in successful brand initiatives⁠
• Balancing global brand consistency with local market needs⁠
• The transition from brand policing to brand enablement⁠

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This episode provides a rare glimpse into the inner workings of brand management at one of the world's most recognizable companies.

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