Photo by Fernando @dearferdo on Unsplash
Georgia Fendley posits a global-first approach to strategising that fosters resilient, low-risk and agile brands, which thrive in today’s market. This article was originally published in LB 217. In the past, we would establish a brand in its origin market; invest, nurture and build that brand before setting out to conquer the rest of the world, region by region.

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