To hear a group of people from Bucharest so consistently mention brands that are household names in Australia (where I am from) just reinforces what a global phenomenon successful branding is, and some good insights, thank you.
It makes you think, so often in BAT we emphasise the differences at an end market level and focus on why a global proposition cant work or needs refining, yet all the most succesful brands are remarkably consistent. We know it as consumers yet struggle to apply it as professionals!