Allyson Stewart Allen
My guest this week is advisor, author, broadcaster and entrepreneur – Allyson Stewart-Allen. Allyson has advised over 200 businesses in 26 countries on how to successfully avoid the minefields of international expansion. She has authored the best-selling book Working with Americans, and is a regular media commentator for the BBC, CNN and the FT.
We talk about how the Americans and the British do business very differently. We discover the mistakes businesses make when entering the US market and what leaders should be doing to build their personal brands.
Allyson Stewart-Allen is a renowned marketer, whose expertise in brand internationalisation is sought by leading businesses globally through her consultancy, publications, appearances, mentoring and corporate education.
A Californian based in Europe for over 25 years, Allyson applies her extensive international consulting experience, MBA education with Dr. Peter Drucker and languages (French, German) to the company she founded, International Marketing Partners.
Having recognised the need for international brands to better align their global and local marketing practices, Allyson Stewart-Allen created the BrandBarometer™ powered by Seattle-based GMI (Global Market Insite), which surveyed a worldwide panel of over 17,000 consumers across 17 countries on their perceptions and direct experiences of the world’s most recognised brands. Using the BrandTravel™ methodology, Allyson helps companies and their leaders to successfully and profitably span international and functional boundaries by giving them the tools to be more effective in a global arena. The benefits clients enjoy as a result include better localisation, increased corporate diplomacy capability and more effective relationships with internal and external stakeholders.
Allyson is engaged for her award-winning corporate education experience by both Fortune 500 companies and the world’s leading business schools including Oxford University, London Business School, HEC Paris, Duke Corporate Education amongst others.
Following her early career with blue-chip consulting firms PwC, PA Consulting Group and Hay Management Consultants, Allyson now advises executives and Boards of Directors in the professional services (legal, property, financial and retail), food & drink, travel, consumer goods and industrial sectors to name a few. Her work with clients enables them to lead and manage across cultures, achieve their marketing and business development strategies through successful strategic alliances/joint ventures, organic growth and/or acquisitions.
Allyson Stewart-Allen is co-author of the best-selling book Working with Americans, the first business manual exclusively about the US business culture, which helps professionals improve their relationships with, and profits from, American business partners, bosses and colleagues.
Allyson is recognised in The Female FTSE Report 2014:100 Women to Watch list produced by Cranfield’s International Centre for Women Business Leaders as well as being listed in Who’s Who in the World, Who’s Who in America and Who’s Who Among Women. Allyson is a frequent keynote speaker at conferences including The Conference Board, Wilton Park, Economist Conferences, Institute of Directors Conferences, British American Chamber of Commerce, Marketing Society and the American Marketing Association on a variety of global marketing trends and developments.
An experienced and frequent commentator, she lends her insights to broadcast, print and digital media across the globe. Besides her 4-year slot for Sky News as The Muse of Marketing, she has appeared on several television shows including CNBC’s The Business Class and the past three seasons of BBC’s The Apprentice. Other outlets applying her insights include BBC News, ITV News, CNN, The Financial Times, Bloomberg, USA Today, Business Week, The Wall Street Journal, Newsweek and Fortune magazines. In addition to her role as a Board member of the Chartered Institute of Marketing, she is a judge for numerous international business awards on both sides of the Atlantic.
Recorded: 15th January 2019
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