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I attended a business conference in the mid '90s whose keynote speaker was Roberto Goizueta, the Chairman and CEO of the Coca-Cola Company. At that time, Goizueta was a rock star, having built the company into one of the most celebrated global brands with unprecedented shareholder value. As he approached the podium, Goizueta reached into his pocket. The video zoomed in as he held out… Read

By Angelo Ponzi, Fractional CMO, The Ponzi Group Creating a global brand and messaging strategy makes good business sense. Done right, it has the potential to dramatically expand your consumer base—not to mention your bottom line. Even if your brand is currently limited to the local or regional scene, it’s never too soon to start thinking globally. A brand’s image or reputation is only… Read