Podcast 006: Why is Global Branding So Hard? And So Worth It?
Branding is one of the most common concepts in marketing, but it's also one of the hardest to define. And when you consider branding from a global perspective, it's even far more complex. In fact, there is no universal approach you can take to guarantee a successful global branding strategy. But the value and importance of a company's brand reputation--and its local voice, no matter where it's heard--are more than worth the effort involved in building a strong worldwide brand. Join Renato and Michael as they discuss ways global branding has changed in recent years--and ways it's also returned to its roots.
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