Top of Mind: How To Risk-Proof A Brand? Watch CNN

By the looks of things, Americans are still not making many friends overseas. According to recent studies, many global brands aren’t having an easy time shaking off their “American-ness” as they aim to win over new audiences, either. How can a brand manager feel protected? Bain’s Alan Colberg and Orit Gadiesh say the answer is to localize.

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