Global vs. Local – the pitfalls and possibilities for brands from Duracell International's CMO

Multinational brands are an integral part of consumer culture across the globe – and because of their scale, they are also the key drivers of corporate profits. But for a marketer, with global brands comes great responsibility – particularly when establishing how ‘global’ you really want to be. It’s a fundamental question for any multi-market brand, yet something that can be fiendishly difficult to get right: to run your marketing globally, or locally?
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