The Thermometer Model (Branding Framework)

The thermometer model is a framework (coined by Professor Scott Galloway) to decide which components of a brand should remain static across regions (below freezing) and which should be left up to local management. This may not be so relevant in the small business arena, but it is very important to think through for global brands.

The thermometer model consists of:

Depending on the industry you’re in, you may want to freeze certain parts of the thermometer and leave the other ones open.

For example, one of the things that makes Nike so successful is its ability to scale globally. 57% of Nike’s revenue comes from outside of the US. The name, logo, and distribution (DTC stores and regional websites) remains frozen across the globe. Nike’s communication and pricing is above the freezing point, it allows different regions to take ownership of their own advertisements and setting their own price. Nike even uses localized models on each regions sites.

With products, Nike has certain lines that remain frozen across the globe, but also has flexibility in other products. For example they allow local regional athletes to create their own lines for their market.