It can be tempting in these days of online markets to believe that any brand with a website is automatically international. In reality, building a brand beyond your national borders is more complex than many realize.
Significant change is happening all over the world. Change that brands must pay close attention to.
“What adjacencies should we enter?” Over the last decade, this question has become synonymous with asking, “How should we grow?” in almost every major company around the world.
Brands can no longer stand out by solely relying on clever ads and effective media placements. They must also be relevant in the rapidly evolving culture of consumers.
The world seems plagued by a crisis of leadership. Declining trust in government institutions, media, and civic leaders has been a well-documented trend for many years.
