How are the insights of outsiders useful and how can outsiders find anything more than a stereotype?
Erika Brenner has worked as a planner and insights manager, and now works in marketing for Helly Hansen. Born in Brazil, Erika spent eight years in China after university and is now into her fourth year in Norway.
With all this moving around, she has had to explain the value she can bring to local advertising and marketing teams by not being local, something she now captures in her website The Outsights: http://www.theoutsights.com
- Belonging everywhere and nowhere at once
- How to work with stereotypes
- The reality behind stereotypes about Brazilians, Norwegians, and Australians
Find the book "Strategy Is Your Words" and 100 strategy classes at Sweathead here: http://www.sweathead.com