Perspectives on Innovative Global Marketing

What does it mean to be a “global brand” in 2021? How do brands as diverse as Lexus, Taco Bell and the National Basketball Players Association (NBPA) reach and connect with individuals across countries and cultures, especially during the global pandemic?

In our Perspectives on Innovative Global Marketing webinar held March 10, 2021, attendees learned about global marketing and branding strategy from three unique perspectives: Julie Michael, CEO, Team One (agency of record for Lexus and numerous other prominent global brands); Lawrence Kim, Vice President, Global Brand Strategy and Planning at Taco Bell; and Que Gaskins, Chief Brand and Innovation Officer for the NBPA. The panel was moderated by Andy Rohm, professor of marketing, and Matt Stefl, clinical professor of marketing.

Sponsored by the Center for International Business Education and M-School.

Julie Michael

Julie Michael
CEO, Team One

Julie is both fiercely competitive and “Minnesota nice.” Team One clients benefit from her tenacity and flair for making the seemingly impossible, possible. She has led dozens of integrated marketing programs for modern brands, from launching the car-of-the-future with Steven Spielberg to giving affluents permission to fly private jets again. Protecting pricing power and shifting market share for clients drives her competitive spirit. Throughout her 20+ years with Team One, Julie has been responsible for partnering with many blue chip companies to build long-term success strategies, including Lexus, Marriott International, HSBC Premier, Häagen-Dazs, American Express, Flexjet, Expedia, Ste. Michelle Wine Estates, Dacor/Samsung, Cathay Pacific, and Procter & Gamble. Prior to Team One, she was the marketing director at a premier Northwest resort, Crystal Mountain, running all aspects of marketing and sales.

Lawrence Kim

Lawrence Kim
Vice President of Global Brand Strategy & Planning, Taco Bell

Lawrence is responsible for driving the marketing strategy and holistic brand calendar, including product innovation, category entry points, partnerships and brand moments. Prior to this role, Lawrence led international marketing and digital innovation for Taco Bell in 30+ countries. He also expanded Taco Bell’s footprint in Asia, including China, where he relocated for a few years to establish the brand infrastructure. Lawrence is passionate about building winning brands, developing leaders, and solving unique challenges. His entrepreneurial spirit led him to spearhead new initiatives, including “Taco Beta”, an incubator team which adapted to the ever-changing needs of the consumer. Prior to Taco Bell, Lawrence held marketing positions at Samsung Electronics and Procter & Gamble.

Que Gaskins

Que Gaskins
Chief Brand and Innovation Officer, National Basketball Players Association

Que is a branding and marketing visionary best known for helping Reebok transform itself from an athletic shoe company to a lifestyle brand by leading the RBK division and forging pioneering relationships with the likes of Allen Iverson, Jay-Z, 50 Cent, Pharrell, and Shakira, among others. In his current role, Que created the I.D.E.A. Lab with the mission of improving Innovation, the Development of the brand and profitable assets and I.P., enhancing the Engagement amongst players and brands, and providing Access to culture. Prior to the NBPA, he has held senior executive marketing positions at Def Jam Recordings, Nike, American Eagle Outfitters, Reebok, and Dayton-Hudson.