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...

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