The fallacy of global brand positioning

Is it really possible to define a brand position that works globally?

When Jack Trout and Al Ries penned the marketing classic, "Positioning the Battle for Your Mind," most of the examples they used in support of their theory were domestic US cases. That never occurred to me until I began developing positioning statements for global brands. It wasn’t going well.

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5 Tips for taking your brand abroad

What are the opportunities and challenges facing brands who wish to market themselves internationally? This was the focus of "Amerikadagen." I was thrilled to share the stage with some of the sharpest thinkers in international marketing and brand development and thought I'd share a few of their insights with you. 

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Positioned for Success: How SME brands can rule the world

International brand positioning tips from the Amerikadagen forum on marketing small and medium enterprises abroad. I was honored by the invitation to speak at Amerikadagen, an event that addressed the opportunities and challenges facing small and medium enterprises (SMEs) that wish to market themselves abroad.

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The DOs and DON'Ts of strong brand positioning

Few things will help your brand build an engaging online audience faster than a strong position. Your brand’s position is an early gatekeeper in the prospect’s journey to purchase and onto brand advocacy.

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