There's no denying it. Business has become global, yet few people we meet in our everyday lives have any actual international experience. Markets are increasingly messy and rapidly evolving. Leaders know that they need to adapt, but they are usually too busy - and they're unsure about what exactly to change. LEAN BRANDS provides a lean, agile approach to building global brands, helping you: 1. quickly analyse your environment 2. create a unique and meaningful brand positioning 3. bring your brand strategy to life on the ground, where it counts. You'll learn how to “recon” and take advantage of weaknesses of your competition, as well as hone in on what will work in new markets to make sure you are memorable. “Everything you need to know to take your brand global. And going global is not an option today. That's where your future market is going to be.” —Al Ries, author of Positioning and The 22 Immutable Laws of Branding “Filled with vivid, relevant case studies, Luis shows that brand success in tough global markets comes from having deep market knowledge, being lean and agile, creating real, meaningful differentiation, and executing creatively using tools that work. I was impressed by the ideas and guidance from this book and you will be as well.” —David Aaker, vice chair of Prophet and author of Strategic Market Management “Luis shows what it takes to win in an increasingly multipolar world. Spiced with great examples, he brings to life the simple wisdom of what it takes to be locally relevant and globally efficient in building brands.“ —Paul Polman, CEO of Unilever