In this episode Kerry invites Elliot Davis to discuss global brand building. Since graduating from the University of Strathclyde, Elliot's career has taken him all over the world to work with some high-impact brands.  Elliot touches on the nuances of culture in brand building, the importance of values and a human led message, and the part technology plays. He also tells us about his recent publication as he delves into he world of personal brand!   You can follow Elliot on LinkedIn: https://www.linkedin.com/in/thomaselliotdavis/   Read his blog on the broken career ladder, featured in LBB: https://lbbonline.com/news/career-ladder-marketing-advertising-crisis   You can check out Dicks Sporting Good’s “There She Is” campaign on youtube: https://www.youtube.com/watch?v=xXUtbJVzMEQ   Pedigree's "Caramelo" marketing campaign in Brazil aims to change perceptions of mixed-breed dogs and encourage their adoption.    And pick up The Ministry of Common Sense: How to Eliminate Bureaucratic Red Tape, Bad Excuses, and Corporate Bs on Amazon: https://www.amazon.co.uk/Ministry-Common-Sense-Eliminate-Bureaucratic/dp/0358272564