Local here, global there - How can we build brands that travel globally and are loved locally?

This article discusses the paradoxical challenge facing global brands: how to globalise their franchise and still appeal to culturally distinct markets.

Local here, global there - How can we build brands that travel globally and are loved locally?

Saurabh Sharma Ogilvy & Mather China

I was sitting in a café, during one of my recent visits to India, when I overheard young college boys talking about t

 

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