Challenge of building global brands

Head of advertising conglomerate WPP, Martin Sorrell is a giant of
brand-building. Talking about the DNA required in a global growth company,
Sorrell spent some time talking about the challenge of building global
brands. He gave us two choices. Take the WPP approach and build a
multibrand organization quickly (much of it through acquisition), or take
much longer to build a deeper, more consistent uni-brand organization. The
trade-off is that the multibrand approach is much harder to sustain and has
a much harder time building an integrated culture. This is a tough dilemma
for all these fast-growing companies and poses the question:

Do design and innovation offer any insights about how to resolve this?

Quoted from Businessweek. Tim Brown is chief executive and president of
IDEO. He moderated the panel "How to Compete in an Open World" at the World
Economic Forum meeting in Dalian, China.

<Brand, ideasirkus, creative, business development>