Thomas Friedman wrote in his modern classic “The World is Flat,” about how the Internet has paved the way for a fluid cultural exchange that defies borders. As a result, young people chat with friends from other parts of the world about common interests such as manga and parkour. Many would argue then that nationalities matter less today and that brands should downplay where they come from. Should brands then have a home country, and how should they behave when they travel?
By Roberto Ramos - President & CEO / partner - thevoxcollective
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