The trap of the international strategy
The international strategy is a trap. It assumes the market flattens across borders. It does not. Each geography carries its own narrative, its own distribution, its own decision-makers, and its own definition of trust.
What a geography-as-category approach looks like
A geography-as-category approach treats each market as a portfolio position. The brand reads the same narrative; the strategy is different for each market; the measurement is local.
- One brand narrative — anchored in the operator's home geography
- Per-geography strategy — board, distribution, and decision-maker map
- Per-geography measurement — local baseline, not a regional average
