How local origin affects global brand strategy

Elliot Polak

Elliot Polak, CEO of Text Appeal, argues that a better understanding of one’s global brand’s origin and values will lead to more effective global marketing.

Going Global: How Local Origin Affects Brand Strategy

Elliot PolakText Appeal

In International Business, we like to think of ourselves as citizens of the world.

Is it the frequent-flyer miles? The tipsharing on the latest venues in New York, London, Barcelona and Beijing? Or our ability to enjoy reading The Economist and the Wall Street Journal?

Something binds us. We have gone beyond our national boundaries. We are free from local prejudice and provincial origins.

Or are we?

Like glasses resting on our noses, our roots may be invisible to us, yet they profoundly colour...

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