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We're Not In Kansas Anymore: Building Culturally Relevant Social Brands In Global Growth Markets

Processes: The Brand Experience Playbook

April 12, 2017

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This is the Processes report in The Brand Experience Playbook For 2018.

Why Read This Report

As mature economies like the US and Western Europe continue to stagnate, their brands gain tremendous upside from tapping into the economic surge in global growth markets like Brazil, China, India, and Mexico. However, the rules of brand-building in mature economies do not always apply to growth markets, which often present myriad unique consumer traits and cultural idiosyncrasies. CMOs of brands in the US and other developed markets can use this report to decode the nuances of brand-building and give their brands a boost in growth markets.

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Table of Contents

  • Growth Markets Are Lucrative — But Proceed With Caution
  • Growth Markets Exhibit Different Behaviors
  • Culture Offers Valuable Clues
  • Build Your Brand One Step At A Time
  • Social And Digital Hold The Keys To Success
  • Recommendations

  • Embrace And Act On The Uniqueness And Inherent Contradictions
  • Supplemental Material
  • Related Research Documents

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