New Brand Leadership: Managing at the Intersection of Globalization
Larry Light is the Chief Executive Officer of Arcature LLC, consultants in brand management. Light was a senior executive and Board member at BBDO and President of the international division of Ted Bates. He was Global CMO of McDonald’s from…
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New Brand Leadership: Managing at the Intersection of Globalization, Localization and Personalization Larry Light and Joan Kiddon Pearson FT Press (2015) If someone asks you if your brand’s significance is global, local, or personal and your answer is “yes,” this…
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