TWM 222: How to Avoid Costly Blind Spots When You’re Growing a Global Brand w/ Sean Duffy



(Length: 60 minutes)

This episode was sponsored by Vistatec.

 

Sean Duffy is an international brand strategist and the Founder of Duffy Agency, a strategic marketing agency that specializes in international brand development. Headquartered in Malmö, Sweden, Duffy Agency works to fill the expertise gap that businesses typically experience as they set out to compete on an international stage. The agency has worked with clients from over 30 different countries and has collaborated with partner agencies in 50 other cities around the world. As CEO, Sean divides his time between Duffy Agency’s main office in Sweden and its U.S. office in Boston, MA.

Born and raised in the U.S., Sean has over 30 years of experience working in strategic marketing. He began his career in Boston as a copywriter with BBDO, the global advertising agency, and later worked as Creative Director for an ad agency in San Francisco. In 1991, he moved to Stockholm, to work as Creative Director at Sweden’s largest ad agency, Lowe Brindfors, which is now part of the Mullen Lowe Group. After 10 years with Lowe working exclusively on international marketing, he decided to launch his own agency.

In addition to his role at Duffy Agency, Sean is a Lecturer & Practitioner in Residence at the Lund University School of Economics & Management and a Mentor in their Masters Program in Entrepreneurship. He is also a frequent speaker on strategic international marketing and online brand management, and he draws on his experience working with dozens of global brands including IKEA, The United Nations, Saab, Volvo, Absolut, VF Corporation, Pfizer, and GSK.  Last but not least, Sean is the author of an excellent new book called International Brand Strategy: A Guide to Achieving Global Brand Growth.

In this interview, Sean discusses the central ideas from his book, provides some fascinating real-life case studies, and shares some important personal insights into what the most successful international brands have in common. You won’t want to miss this conversation!

 

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