When businesses expand, dreams of worldwide domination with consumers in every land and advertising in every language begin to form. There will be a network of offices across the globe and the name in lights in the centre of every major city. A reputation for excellence will extend into the most remote regions of the planet. To become part of a supra-national global community orbiting the earth at supersonic velocity, detached from the deadweight of national allegiance was the ambition of the visionary CEO. Advertising agencies stood prepared to translate these glittering visions into reality with the assistance of a well-stocked repertoire of clichés. Foremost among these were images of the globe, infinitely adaptable and instantly recognisable. We present a small selection below but a special mention for Colgate whose loyal customers were rewarded with a globe of their own to dominate in the privacy of their own homes.
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