When international success is dependent on the local cultural connection

With the world becoming more connected than ever, today's commercial space is becoming increasingly overcrowded: customer loyalty is in decline and global brands struggle to stand out from their competitors. How do you fight for 'quality time' with your local consumer and ensure your audience truly connects with your brand? Juan Boido passionately speaks about his experience as a global brand manager in ensuring that cultural nuance informs the overall global strategy.