International Marketing Strategy
Where marketing is heading, and what does not survive crossing a border. Notes on building for more than one market at a time.
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AI Made Execution Cheap. Taste Just Got Expensive.
Production used to be the bottleneck. It is not any more, and that changed what is actually scarce: not the ability to make the work, but the judgement…
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Translation Is the Easy Part
Most international marketing failures get blamed on translation. The real problem is usually that the campaign was built on proof the new market never had.
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There Is No Such Thing as a Global Campaign
Two years running global consumer research across 70+ markets taught the same lesson every time: the idea travels, the execution never does. What actually makes a campaign work…