Tag: entropy

Combatting Global Brand Entropy
By September 23, 2010 Read More →

Combatting Global Brand Entropy

If you’ve already gone global, you know the scenario.  For newbies, it goes something like this: You invest an enormous amount of time, capital and brainpower rallying your company around a global brand strategy.  Consensus erodes, however, when it comes time to implement your worldwide campaign.  Your colleagues overseas inform you that, despite the merits of […]

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