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Building a global brand

Thanks to their digital and social footprint, brands are becoming more global than ever before. Experts say having a global strategy - even before you launch your product - is a must to remain competitive. At a time when it is impossible to build a sustainable competitive advantage with disruptive moves coming in from every corner, The Strategist asks what constitutes a global strategy and how brands can be globally competitive Build a strong communication programme to tell your story: Jack Trout First and foremost you must start with an analysis of your competition. Where are they ...