Thomas Barta
A must read for every marketer with global ambitions. Packed with examples, Pedroza reveals how the Ninja approach drives exceptional brand performance. Personal, practical, powerful.” —Thomas Barta, author of The 12 Powers of a Marketing Leader
Al Ries
Everything you need to know to take your brand global. And going global is not an option today. That's where your future market is going to be.” —Al Ries, author of Positioning: The Battle for Your Mind and The 22 Immutable Laws of Branding
Paul Polman
Luis shows in his engaging book 'agile global brand building' what it takes to win in an increasingly multi-polared world. Spiced with great examples he brings to life the simple wisdoms of what it takes to be locally relevant and globally efficient in building brands “ —Paul Polman, CEO of Unilever
Yong J. Park
Throughout my career, I had two colleagues I had truly admired. They had something I did not have, so I tried to learn from them. Luis was one of them. Filled with his global brand building experiences, this book will inspire the next generation of global marketers as it did for me, when I worked closely with him.” —Yong J. Park, CMO at Coway Co., and former VP, Global Product Marketing, Samsung Electronics
Gerald J. Tellis
A must read for every manager of global brands.” —Gerard J. Tellis, Neely Chair, American Enterprise, and Director of the Center for Global Innovation, USC Marshall School of Business
Don Meij
Brand marketing is not a one size fits all approach. It’s not a set and forget mentality. It needs to be calculated and cautious to truly capture the heart of the customer, precise enough to capture and meet the emotional needs, disciplined enough to nail the customer’s needs and swift to adapt and adopt along the way. The metaphor to a ninja perfectly captures the core essence of the necessity and importance of global brand building in international markets.” —Don Meij, Chief Executive Officer of Domino's Pizza Enterprises
Mark Schaefer
Luis provides a generous dose of actionable, approachable global insight vital to any marketer today.” —Mark Schaefer, author of Marketing Rebellion
David Aaker
Filled with vivid, relevant case studies, Luis shows that brand success in tough global markets comes from having deep market knowledge, being lean and agile, creating real meaningful differentiation, and executing creatively using tools that work. I was impressed by the ideas and guidance from this book and you will be as well.” —David Aaker, Vice Chair at Prophet, author of Strategic Market Management