Global Expansion
Lost in Translation: What 100 Flights a Year Taught Me About Brands
An exploration of how global brands transform when entering new markets, illustrated through real-world examples from frequent international travel.
Perspectives on brand, culture & growth
Global Expansion
When Global Partners with Local: Brewing Scale Without Diluting Soul
How multinational corporations can scale globally while preserving local brand authenticity, using Carlsberg's partnership with Super Bock and Somersby as case studies.
Global Expansion
Behind the Frames: How EssilorLuxottica Orchestrates Global Growth with Local Insight
EssilorLuxottica's strategy for balancing global brand consistency with local market adaptation across the Middle East, Turkey, and Africa.
Global Expansion
One Brand, Many Seas: Lessons from Costa on Going Global with a Local Soul
Three core principles for balancing worldwide brand consistency with market-specific relevance, through the lens of Costa Cruises.
Global Expansion
Global Dreams, Local Realities: How to Begin Expanding Abroad
From Ferrari to TikTok, what every leader should know about origins, distribution, regulation, and culture before crossing borders.
Global Expansion
From Global Vision to Local Connection
How global brands balance universal appeal with local cultural relevance — introducing the concept of 'hard points' and 'soft points' in brand strategy.
Global Expansion
The 3 Levels of Global-Local Strategy: How Brands Can Adapt Across Markets
How global brands successfully balance worldwide consistency with local market relevance through three strategic approaches to glocalization.