The myth of global marketing and what to do about it

As a startup or an SMB, the issues of "centralized" branding and global marketing are not even on the radar.  But, as companies get bigger, the natural tendency is to centralize the global marketing function.   Whether it is L'Oreal, Procter & Gamble, Chanel, Samsung or Apple (i.e European, Asian or USA), all multinationals will…