The full top level brand owner level vision, approach, or strategy of a brand. As opposed to Local.

Example of Use: ‘The global brand plan outlines the full strategy of the brand at worldwide level.’

Indie Bartender Understanding: Global decides the whole picture of what the brand strategy should look like and Local executes it in such a way that it contributes to the global objectives.

HEARTS, LIPS, EYES, MINDS – The levers to be activated for achieving growth :

Hearts – Stimulating brand championship with the trade - trade events, fairs, brand ambassador – strengthening the belief

Lips – Taking the brand to consumers lips to boost consumer recruitment - trials, tastings – showing off the taste

Eyes – Showcasing the brand in the eyes of the consumer at the point of sale – cocktail strategy, leaflets, shelf talker materials – teasing the eyes

Minds – Placing the brand image in the consumers minds to develop desire – TV advertising, experience centres – gaining long term loyalty.

Example of Use: ‘The growth pillars are the different angles of strategy that allow it to reach all levels of the brand’s market. They regroup the ‘families’ of types of activities and knowing how much is invested in each family is a way of measuring if the strategy is progressing in line with what the brand requires in each market.’

Indie Bartender Understanding: A theoretical marketing concept whch allows marketeers to measure types of activations in relation to what the different pillars expected to deliver depending on where the brand is in its life cycle in a given market.