Making global brands relevant in a fragmented world

Global brands must work hard in 2018 to stay relevant with increasingly nationalistic and fragmented landscapes with strong local competitors.

What every brand needs is a ‘north star’ that guides them regardless of which market they are operating in, according to Jessica Davey, Chief Marketing Officer at McCann Worldgroup APAC.

“A global brand needs to stand for something. What it stands for can potentially shift and have different emphasis depending on which market it's in, but it should always have a ‘north star’ - as a business and a brand, it should al