Bob McInnis explains the mistakes brands make when crossing borders and how to avoid them

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I was the keynote speaker at a "Going Global" conference for the US Commercial Service while I was with an international ad agency who literally wrote the book on helping brands cross borders.

 

The talk is more about the common mistakes brands make when trying to go international and how to aviod them. It's full of interesting and amusing case studies and many of these mistakes apply to local businesses, too. It's worth a look.