His book The Global Brand is one of the most significant marketing books.

He analysed the Millward Brown BrandZ database to see what brand leaders have in common, and especially whether international brands are also global brands.

Most marketers intuitively believe that Levitt was right: the world is getting smaller and more level, with the international brands winning all the way. Nigel discovered this is simply not so. In most categories in most countries local brands outperform international brands!

The main reason is the ability of local brands to tap into local culture. Culture is very much a building block of emotion (read my forthcoming book).