Are we "abroad" yet?

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

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

Diageo Brazilianizes John Travolta

Here’s another TV spot showing a U.S. celebrity in a campaign created in another country. I just can’t get enough of these! Here’s the background: Ypióca is an iconic cachaça … Continue reading

January 13, 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

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

Celebrities and their cheesy ads abroad

Once in a while a new article comes up exposing Hollywood celebrities that make big bucks starring in obscure advertising campaigns in other countries. I just love seeing these, and … Continue reading

August 6, 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

Opening eyes to local issues

Adam Williams from Brand Failure introduced me to this stunning campaign Lifebuoy (by Unilever) is running. That’s a great example of how a brand can create impact beyond the bottom … Continue reading

July 7, 2013 · Leave a comment

How do “international people” look like?

Much more like your neighbor than you would expect. Local culture is what makes international marketing (and travelling) so exciting. Each country’s typical dress and traditions should be appreciated. In … Continue reading

July 2, 2013 · Leave a comment

Local taboos

The more we see the world becoming “smaller”, the more we realize local sensitivities and cultures matter – a lot. Be sensitive to local culture and know when it’s ok to … Continue reading

July 1, 2013 · Leave a comment

Local taste

Your product launched in a new Market with a classic “vanilla” formula and was a major hit. Next step? Pushing the envelope with a bunch of flavors catering to the … Continue reading

July 1, 2013 · Leave a comment

Levels of nudity

Sex sells, but neither everywhere, nor in the same way. When creating packaging, products and ads, think about what “levels of nudity” are acceptable for that market. How much is … Continue reading

July 1, 2013 · Leave a comment


The first thing that comes to mind when creating a campaign for a new country is language. We have to translate everything, right? Yes, and a bit more than that: … Continue reading

July 1, 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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