By Arancha González, Executive Director, International Trade Centre Earlier this month, the World Trade Organization (WTO) slashed its trade growth forecast for 2019 to the lowest level in three years. This followed similar warnings from the International Monetary Fund and the Organisation for Economic Cooperation and Development. The uncertainty generated by global trade tensions is contributing to the slowdown. And while unilateral tariff moves have been confined to a few countries, most economies are affected in one way or another. Even if the first quarter of 2019 has provided some good economic news for Latin America, the region will not escape the slowdown in the global economy and trade. Latin American leaders are committed to using trade to drive growth and development, as demonstrated by […]
Trade: getting ready for when the next crisis hits
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Olympic Games’ Memorability: Brand Strategy and the Challenges of Modern Engagement
The Olympics have long been more than a global athletic competition; they are a cultural institution that transcends national boundaries and generations. As the world evolves, so does the branding and media landscape surrounding the Games. This year’s Olympics not only highlighted the importance of long-term brand investments but also demonstrated how athletes and digital platforms can create an unprecedented level of engagement with global audiences. However, as the Games adapt to new trends, they also confront challenges that demand careful consideration from both brands and organizers. The Power of Long-Term Brand Investment Long-term commitment has proven to be the most effective strategy for brands associated with the Olympics. Many companies have invested heavily in this global event, focusing on […]