S03.EP03 - Global Brand Strategy with Jan-Benedict Steenkamp

Are you looking to take a brand to an international audience?  Global expansion needs careful consideration and so if this is you this episode will be packed with value!  We sit down with marketing expert, academic and author Jan-Benedict Steenkamp (or as we know him "JB"!) to discuss his book "Global Brand Strategy: World-Wise Marketing in the age of Branding" In this insightful episode, JB walks us through the COMET framework and the components of which are helpful to consider for brands seeking to go international or for brands who are already international and need to focus their strategy.