MAM
Global Branding Is Now A Global War
Globalization is at a crossroads, and businesses are now entering into a major war. We must take some very aggressive action because at this very second, we have already entered a new frontline where there are brand-new rules for this brand-new world in this brand-new mega-search-engine-driven e-commerce marketplace.
E-commerce is causing a global turmoil in trade and competition. Those on the frontlines know exactly who is winning and who is losing. According to Reuters, Bill Gates said: “We have to go into the risky areas. That’s what’s going to allow the United States at the forefront.”
He further added, “We’re at the start of a process where the whole world is getting into this virtuous cycle.”
Warfare related to both global marketing management of the supply chain and to strategies for managing global corporate branding and image are in a spin. Nationalistic brand posturing by corporations against other competing countries is setting a new stage for economic tussle.
Globalization is at a crossroads, and businesses are now entering into a major war. We must take some very aggressive action because at this very second, we have already entered a new frontline where there are brand-new rules for this brand-new world in this brand-new mega-search-engine-driven e-commerce marketplace.
Listening to the Music?
Brilliant warriors of the entertainment industry were all fooled by not recognizing the phenomena of the upcoming technological revolution. Surprisingly, academia, along with the supporting professional services, was convinced that downloading was just for kids. Global denial and hypocrisy created this musical comedy.
Now this is a big lesson to other industries. If you are not aware of what is about to hit your industry today, it might already be too late. This is because those industries that are facing a meltdown in the delivery of goods and services have no other option but to go to war and fight to win. The older and more established the organizations, the more vulnerable they are. You should raise questions, because denials will not help. Take charge or take cover.
Outsource the Thinking?
Goodness gracious, for only 10 cents an hour, should we let some guy in India do the hard thinking for us?
No, but it certainly feels that way, as if we all outsourced our thinking a long time ago. Why is it that we normally respond when we are hit head-on, otherwise we take everything for granted, ignoring the big signs on the highway? Ask directions? Heavens, no. Decades ago, it was clear that the days of the elephant rides in India would one day turn into sophisticated cyber-bazaars in cyber-jungles. Never mind the Forbidden City, China will become a wide-open country.
Ignore them, deny them or join them. There are enormous opportunities in this free market, but only to those who can play the new global game. Reconfigure your entire marketing and corporate branding for this new marketplace. Find the
answers quickly or outsource the thinking too.
Marketing 101 or 202
During my days as marketing consultant to the 1976 Montreal Summer Olympic Games, there were 117 countries that participated. In Athens in 2004, 202 countries participated. Most educated people simply can’t recite more than a few dozen of those countries’ names. Traditionally, in America, shipping product to Canada or Mexico makes a business international.
The problem is very obvious. If you do not try to go global on an organized basis, you will never be global and will simply be taken over. Marketing to a couple of hundred countries is so much fun. Ask executives from Japan, Hong Kong, China or India. This is how they have created a strong base and a global reach. Just create global thinking, global name brands and name identities. The rules of global corporate branding demand a deeper understanding of creating a friendly presence, which is more than just a name, a logo and a Web site.
Rediscover global marketing and regroup your teams. Go in any direction and be prepared to attack. Arm your organization with new marketing rules and strategies.
Battle Plans
The new art of war gives you only three battle plans:
Plan One:
Create a home-based security plan within your organization. Form a team of experts; seriously investigate the racial profiles of your corporate image, name brands, name identities and branding personalities of each and every product and service you’re pushing in each of your various markets. Figure out quickly if these name identities are widely acceptable, or if they could be rejected based on their alpha-structures, as they may emulate certain signals unintentionally or get locked into regional or certain nationalistic identities.
Transparent names are the best, as they work all over the globe. Check for hidden strengths, and push on positive messages associated with the name. If there is life and vigor, use it, if not, kill it, fast. Check on Google and try 10 other search engines
to see if your names pop up.
Make a blueprint, a master game plan on how you will tackle your own battle, and aim for victory. It is always easy to hide in a comforting blanket of gigantic billboards, million dollar Web sites or 24/7 zippy branding gimmicks. Only globally acceptable names and identities have a chance. There is now a new attitude, an “us-against-them” mentality is setting in. Global consumers are judging names emulating national pride and regional personality. Furthermore, all will fail if names are lost in search-engines or simply not visible on e-commerce.
Plan Two:
Create a covert task force, with a tactical mission to project your image with force. Open a dialogue with all your suppliers of creative and advertising services, and make sure that they are with you.
Study and make sure that they clearly understand the current challenges of your image and can make your names visible. Very little from the branding glory days of the past is going to work. Ask serious questions and interrogate hard. Remember the torchbearers of the traditional big budget branding and advertising era wouldn’t even know how to spell the current laws of corporate nomenclature and global cyber-visibility.
This is now a highly sophisticated science and has nothing to do with expertise in logos, billboards or making TV commercials. Go deep into the subject; discover how your portals, Web sites and your entire corporate empire can unfold to millions of undiscovered customers worldwide. All will fail without a major change in attitude. Absolute and brand-new skills with a brand-new approach are mandatory. Be brave, stand up and fight for survival.
If you are actively investing to grow your money month after month, you already understand the value of planning ahead. SIPs, long-term portfolios, retirement planning and goal-based investing all point to one thing. You are building a future with intent.
What often gets missed in this process is one foundational question. How well is the income that funds all these plans protected?
Term life insurance fits naturally into this stage of financial planning. It does not compete with investments. It supports them by protecting the income that makes long-term growth possible.
Why Income Protection Is a Core Part of Financial Planning
Every financial plan begins with income. Before money is invested or saved, it is earned.
Over time, this income is allocated across multiple needs:
● monthly household expenses
● EMIs and long-term loans
● savings and emergency funds
● investments aimed at future goals
As responsibilities increase, financial planning becomes layered. Each layer assumes income continuity. Term life insurance exists to ensure that this structure does not become fragile due to overdependence on a single income source.
It adds stability to plans already in motion rather than introducing a new objective.
What does term life insurance do?
Term life insurance provides a fixed payout to your nominee if you pass away during the policy term. The purpose of this payout is practical and clearly defined.
It is intended to:
● replace lost income for a defined period
● help manage outstanding liabilities
● support ongoing household and goal-based expenses
There is no investment or savings component. This keeps the product focused and cost-efficient, allowing individuals to opt for meaningful coverage without diverting funds meant for growth-oriented investments.
Why Term Life Insurance Complements Investing?
Investments and insurance play different roles in a financial plan.
Investments are designed to:
● grow wealth over time
● compound with consistency
● be adjusted as goals and risk appetite change
Term life insurance is designed to:
● provide financial continuity
● protect existing plans from disruption
● remain stable once put in place
Keeping these roles separate improves clarity. Investments are allowed to perform without being forced to double up as protection, while insurance quietly supports the overall structure.
Who Should Consider Term Life Insurance?
Term life insurance becomes relevant when financial planning extends beyond individual needs. This typically includes:
a) Working professionals
When income supports shared expenses or long-term plans, protection becomes essential.
b) Individuals with long-term liabilities
Home loans, education loans and other EMIs often extend over decades. Term insurance ensures these obligations remain manageable.
c) Parents planning future milestones
Education, healthcare and lifestyle goals require continuity over many years.
d) Early planners with rising incomes
Starting earlier allows coverage to align smoothly with career progression and evolving responsibilities.
How Much Coverage Should Be Considered?
Coverage should be guided by financial reality rather than affordability alone.
A well-rounded evaluation typically considers:
● number of years income needs to be replaced
● existing and future liabilities
● long-term goals already planned
● inflation and rising living costs
Many insurance companies offer options starting from 50 lakhs, 1 crore term insurance and higher. It allows individuals to choose coverage based on their income, liabilities and future plans.
How Term Life Insurance Fits Into a Long-Term Plan
Once set up, term life insurance does not demand frequent attention.
It does not require active monitoring, market tracking or performance reviews. Its role is structural rather than dynamic.
By ensuring financial continuity, it allows families to:
● stay aligned with long-term plans
● avoid rushed financial decisions
● focus on execution rather than damage control
When aligned correctly, term insurance strengthens the foundation on which investments, savings and retirement plans are built.
Choose the Right Insurance Partner
Once the need, coverage amount and role of term life insurance are clear, the final and most important step is choosing the right partner.
This decision should be based on:
● clarity and transparency in policy terms
● a strong claim settlement track record
● consistency in servicing and communication
● the ability to support long-term financial planning rather than just selling a product
Term life insurance is a long-term commitment. The partner you choose today will be the one your family relies on years down the line.
When protection is aligned with purpose and backed by a dependable insurer, term life insurance becomes a quiet but powerful part of a well-built financial plan.
