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Most Read 2012
J Walker Smith
Most popular authors 2012 – J Walker Smith
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New world order for global brands
Includes video content
Recommended by Warc editors
J Walker Smith, Andrew Curry and Stokes Jones, Market Leader, Quarter 1, 2013, pp. 24-27
Since the shock of the 2008 economic collapse, there has been profound questioning of things that were previously accepted as gospel, such as globalisation.
Since the shock of the 2008 economic collapse, there has been profound questioning of things that were previously accepted as gospel, such as globalisation. Now, some of the key features of globalisation are being called into question, particularly those that affect the future of global brands. The authors outline the history so far of global brand building and explore the potential models of the future, embracing co-creation, the importance of meaning and the need for future brand managers to be culturally and contextually adept.
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