We've written 5 articles about global

How to Plan a Global Rebrand (And Stay Iconic)

There’s a reason Budweiser can change its cans to just read “America,” and Snickers can replace its name on candy wrappers with words like “confused” and “benched” without sacrificing brand equity. Read More

How to Communicate With the World’s New Mobile Customer

A version of this article originally appeared in the Harvard Business Review. When globalization gathered momentum among multinational businesses in the 1980s and 1990s, the mantra “think global, act local” was embraced by marketing executives looking for a system to align brand strategy with local market implementation. Read More

A Brief History of How We Communicate on the Internet

The Internet has profoundly changed how we communicate. But what often goes overlooked is how profoundly communication has changed the Internet, and so directed the flow of venture capital that has funded its biggest milestones. Read More

Video: How MasterCard Grew Its Thriving Content Ecosystem

For MasterCard, content marketing has become synonymous with managing a vast ecosystem of original, branded content. Read More

What It Takes for Your Brand to Go Global

There were just a handful of global brands 40 years ago, writer and editor Elizabeth Wasserman pointed out in a recent article for Inc. Read More