long before the concept of global markets.  Wolverine would sell technology, materials and components to its licensee network, then encourage them to develop appropriate local market advertising, modifying the logo and message as appropriate.

With the birth of the Brand Plan, Jeff and the Hush Puppies team began the process of developing a single brand image for Hush Puppies in the 100 markets in which the brand is licensed.  It was no small feat.  THe brand was an upscale brand in South America, but a bargain brand in Mexico.  The British positioned it as an English shoe, complete with a basset carrying the Union Jack.  The brand's one consistency was inconsistency.

And remarkable brand awareness.  Jeff and the Hush Puppies team developed trademark standards, global packaging resources, and product mark guidelines.  They developed a global store concept.   They purchased international rights to lifestyle photography for international advertising consistency.  And they trained global managers to care about the brand as much as they cared about the product.

By the late-1990's, a global Hush Puppies position had emerged.  Global product made up a significant percentage of the line.  International conferences focused on marketing topics rather that manufacturing.   And over 400 Hush Puppies stores around the world, from Chile to China -- reinforce the brand's core values.