So You Want to Go Global?

Steven Sarfin

Adopting the adage 'Think global: act local', this author describes how Jack Daniel's Tennessee Whiskey is advertised internationally.

So You Want To Go Global?

Building a strong Global Marketing strategy

Steven Sarfin, Brown-Forman Corporation

Over the course of my international marketing career, it is the advances in communications technology that have had the greatest impact on brand building strategy. As communication has become democratized and access to information has increased dramatically, the world has truly become a global village. Billions of people around the world, rich and poor, are now exposed to a growing number of international brands like MTV, McDonald’s, Coke, BMW, Sony, or Levi’s. What is it that these and other brands that have...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands