Are we "abroad" yet?

A Global Marketing Blog – Because "abroad" is a place that doesn't exist.

Italian brands going global

Fiat and Vespa expand globally with different levels of “Italianess” Vespa has just launched a new global campaign, ‘Do You Vespa’. The ads are well executed and memorable. One of … Continue reading

June 23, 2014 · Leave a comment

International Marketing: Three Steps to “Muy Bueno”

The most exciting part about international marketing is that you get to create or adapt your marketing mix to expand into a new country and connect with a whole new … Continue reading

March 10, 2014 · Leave a comment

Build credibility through the power of provenance + Fake Q&A

Provenance is a key factor in establishing credibility for a product.  So what happens if you create a great product away from its typical country of origin? Vodka from Texas, … Continue reading

October 16, 2013 · 2 Comments

Havaianas: Global expansion in 3 steps

Havaianas are a hot brand around the world and one of Brazil’s most iconic and profitable exports. They are also a source of inspiration for companies in emerging markets gearing … Continue reading

October 3, 2013 · 1 Comment

Innocent Drinks: The power of cute

Innocent is one of my favorite brands. I often bought their smoothies when I lived in the UK. The smoothies are great, but what I truly miss is seeing their … Continue reading

August 27, 2013 · Leave a comment

Beer giants expand with different marketing strategies

SABMiller and Anheuser-Busch InBev are companies investing heavily in international expansion as a way to maintain growth. Just to illustrate the importance of this expansion, Budweiser already makes nearly half … Continue reading

July 13, 2013 · Leave a comment

“Abroad” and “Domestic”

Once a company starts operating in a new market, the teams within the organization start identifying people and projects as “the team abroad”, “the domestic strategy”, “the international team”… Confusing! … Continue reading

June 29, 2013 · Leave a comment

International marketing vs. global marketing

On this blog I will be gathering information and ideas about international marketing. To start, I would like to clarify why I use mostly “international” instead of “global”. A lot … Continue reading

June 28, 2013 · 1 Comment

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