globe with pins

We often hear that “the world is flat.” That capital “moves seamlessly” across borders. That we are increasingly “one global market.”  Yet when we begin a branding initiative with a global client, one of the first things we hear is that the company stands for different things in different countries – and therefore no single brand can possibly resonate in globally. It’s an understandable assumption. After all, in some regions, price might be a major concern. In others, the deciding factor might be local resources. One brand can’t possibly address both these situations, can it?

In a recent Forbes article, Howard Breindel looks at the ways a global brand can help or hurt B2B company success.

Read it on Forbes