How To Dominate The World

The world is full of global brands. Which were never designed to be global brands. Here's how to beat them.

Take a walk through the shopping streets and malls of the world nowadays and it's not easy to tell which country you are in.

The fast foods are the same.
The shampoos are the same.
The soft drinks are the same.
Global brands have swept the world.
And today they are in very strong positions.

But

All these global brands have one thing in common.
They were designed in rich Western countries for rich Western tastes.
And then adapted for poorer people when the world globalized in the 1990s.
And there lies their vulnerability.
No one would create a global brand this way today.
They would instead ignore the one billion rich, aging niche that is twenty-first century Europe and the United States.

And design the brand for the 85% of humans who live in emerging markets.
And if they did that, with a functional benefit that talked to their needs.
And with an emotional benefit that talked to their lives and aspirations.
They might have a winner on their hands.
And the first serious challenge to the global marketing orthodoxy of the last twenty years.
This booklet is about how to do it.


Download How To Dominate The World (pdf, 3.5Mb)