So you’ve established strong brand equity and have a solid share of your home market; now it’s time to expand overseas. Whether you have a company seeking to enter the U.S., or an American firm eyeing Europe, Asia or Latin America, how do you introduce your brand into a new market and a new culture? My guest, Alan Klein, from the Marketing Agency Paris New York, will lay out a roadmap to creating a successful global brand expansion strategy. With examples drawn from work with 50+ clients in over 20 countries, we’ll talk about the essential elements of a successful plan—and the hurdles that cou
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