Management Marketing Marketing Mix Travel 
Harvard Business Review
JULY 15, 2014
Early last year, I helped craft a presentation for a gathering of senior managers at a clothing company. She traveled the world giving presentations that featured these artifacts to illustrate the company’s brand promise through a visceral experience that no brochure or blog post could match.
Harvard Business Review
MARCH 29, 2013
With increasing heterogeneity in every market and global exposure just one tweet away, all brands, even local ones, must begin to think globally or suffer the consequences. Though the ad never aired in China, the use of Gere, a pro-Tibet activist, outraged Chinese consumers and caused Fiat to lose traction in the booming Chinese auto market.
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