In a world of complete transparency, where everything a brand does has the propensity to be telegraphed across the world very quickly, people expect a lot from brands.
The dynamics both of globalism and anti- global localism have been strongly on display recently with the landmark Brexit vote and anti-immigrant-influenced U.S. Presidential election. Both seem to underscore a slide toward nationalism across the globe, raising business and marketing issues as well as political and economic ones. Given the intensity of these emerging anti-global, pro-local sentiments, how far-reaching might this trend be in influencing attitudes about global vs. national brands? Should we be thinking differently as marketers about globally uniting trends and events?
In this session, hear insights about the changing dynamics of global brand marketing today.
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