Globalization deep dive: global to local and back again

For globalization month we want to consider the modern rule book for rapid, global brand expansion. Which brands can marketers look to for smart, sustainable international growth? Which channels and strategies should they prioritize? And what are the still under-used tricks and levers to pull? Senior tech reporter Chris Sutcliffe is joined by Alessandra Pinho, brand strategy director, Jellyfish; Claudia Stephenson, managing director, EMEA, INVNT; Keith Taylor, head of brand & partner, Emperor; and Max Dawes, COO of Zappar.

The panel discusses:

• What trends have been underlying global brand expansion over the past few years? Tech and collaboration, more established marketing industries in different countries, more mobile talent etc.?
• Which brands would you hold up as being successful recent examples of brand expansion? Why?
• Is it possible to do global brand expansion while keeping marketing locally relevant? How do we avoid making global messaging anodyne and unfocused?
• What marketing channels are the most important for aiding global expansion?
• Finally, when it comes to global brand expansion, do you think there are any best practice rules or guidelines?

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