I recently read an article, "The Lure of the Global Brand" by consultants Erich Joachimsthaler and David Aaker. Published in the Harvard Business Review well over a decade ago, the primary message is that companies should not strive to create global brands. The expectations are rarely achieved, economies are not realized, and the traditional top-down path of the standardized approach doesn't take unilaterally. Instead, the end game should be the creation of strong brands locally and a true global brand will ...