Choosing whether to compete in the global marketplace is no longer a question for companies that wish to remain on top. Over my 40+ years in the branding and design industry, marketers (and retailers) had the luxury of competing locally and nationally with the ability to closely monitor competitors’ strategies and the industry landscape. They had the advantage of targeting and communicating with consumers who shared their customs, language and norms. This limited playing field is no longer an option for marketers, or for us at CBX, a strategic branding consultancy that services them.
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