Analysis
Why Marketing Strategy Alignment Is the Missing Piece in Global Campaigns
The problem with treating every market the same I remember sitting in a meeting with a European brand that had spent millions on a unified global campaign. The creative was sharp, the media plan was airtight, and the messaging had tested beautifully in London, Paris, and Berlin. Then they launched in Japan. The campaign flopped. Not because the product was wrong, but because the underlying assumptions about how people make decisions didn't travel. That is where the idea of
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