|Published:||June 12, 2012|
Successfully developing and implementing a multinational brand is hard work. But it is easier if you strive for simplicity and clarity in the messaging, take a local approach to implementing it across regions and divisions, and get your senior executives and employees to be active participants in living the brand. In this Viewpoint, Philip Oliver, former EVP of Global Marketing at Fujitsu Services, shares his advice on successfully building a multinational brand while avoiding the common pitfalls.
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