Sean Duffy
International Brand Strategy
A Guide to Achieving Global Brand Growth
Kogan Page, 2021
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Why do many brands fail when they expand internationally? Global brand strategist Sean Duffy says they lack preparation.
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Brands need to start speaking to their target consumers in their particular language and must do so by switching their perspective to that of the customer. Navigating global contexts requires a mind-set shift, brand strategist Sean Duffy stresses, one which embraces complexity while overcoming binary thinking and command-and-control leadership styles. Duffy shares his comprehensive knowledge of global brands to help you plan your entry into new markets, create value and develop a competitive advantage.
Summary
About the Author
Sean Duffy is an international brand strategist with Duffy Agency. He has worked with many global brands including Volvo, Absolut and Ikea.
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