Creating a powerful global brand across 112 countries
Over five billion times every day around the world a simple scan based on GS1 Standards transforms the way we work and live. We help GS1 present itself to the market consistently and coherently in every corner of the world. Learn about how we developed a globally unified but locally flexible brand for a complex global powerhouse.
GS1 is a global, not-for-profit business and supply chain standards organization. The developer and administrator of the most widely used global system of supply chain standards, GS1 operates as an association of 112 “member organizations” (MOs), each operating in a different country, plus a global office based in Brussels.
Typical of many organizations spread across multiple markets, the ability for local management to respond to market demands in a particular country is crucial. A 40-year history of autonomous MOs and an overall federated structure (i.e., relatively independent entities joining together for common purposes) mean that local flexibility is particularly valued and emphasized at GS1. At the same time, many users are multinational companies interacting with GS1 in multiple countries. Furthermore, the heart of the organization is the delivery of global standards for customers. Given these dynamics, creating a more consistent and unified global brand within the federated model became a strategic imperative for the organization.
How could GS1 balance the need for global coherence and local flexibility? And how could it drive agreement on a unified brand across so many languages and cultures?