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DR Sean McCoy, MD and founding member of HKLM, is a prominent figure in the branding arena with his expertise centred on client service, brand strategy and business development. Sean has been chairperson for the Brand Council of South Africa for this past year. He is a regular contributor of branding related opinion pieces in the industry media and speaker at various conferences and universities. Sean has expressed his opinion about the emergence of branding in Africa on many occasions and believes "Emerging markets offer a myriad of opportunities for building brands - both new brands as well as more established ones - but they can also be a minefield, because brand builders often misunderstand and misinterpret the environment they're dealing with." Sean holds the opinion that success in emerging markets is driven by three principles, These would be having the right attitude, and approach for success, the role of international best practice and most importantly the power and importance of local knowledge