“Luis Pedroza provides a generous dose of actionable, approachable global insight vital to any marketer today.”
—Mark Schaefer, author of Marketing Rebellion
“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
“Throughout my career, I had two colleagues I truly admired. They had something I did not have, so I tried to learn from them. Luis was one of them. When faced with a multitude of hurdles to overcome in introducing breakfast cereals into China, his creative and conceptual thinking were key drivers to leap and break the hurdles. I have incorporated his outlook and capabilities into my own workplace and have truly seen growth in building my marketing career. I am excited to see the impact Luis will make with his book. Filled with his global brand-building experiences, this book will inspire the next generation of global marketers as it did me, when I worked closely with him.”
—Yong J. Park, CMO at Coway and former VP of
global product marketing at Samsung Electronics
“Pedroza's book spoke to me in the same way the Art of War by Chinese military strategist Sun Tzu did—as a requisite read not only on global brand-building but also on global warfare and domination. Because, for those brand builders brave enough to try to conquer the world, you had better brush up on your strategic approach, tactics, and implementation not market-by-market but worldwide, right out of the gate. I deem Lean Brands a must-read playbook.”
—Whitney Velasco-Aznar, founder and owner of Ridley Global
Marketing & Design Agency, and former VP of Hormel Foods
and VP of General Mills and Nestlé SA