The Global Branding Trap CEOs Keep Falling Into
Geoff Cook, a partner at Base Design and the creative mind behind branding work for MoMA QNS, MILK, NeueHouse, JFK Terminal 4 and other cultural landmarks, examines why global brands continue to stumble when they rely too heavily on A.I.-driven, centralized strategy. Cook argues that even in an A.I.-accelerated world, success still depends on local insight, lived experience and teams empowered to act within their own markets.
