Going global: Getting the product right before you market
Going global: Getting the product right before you market
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Description
A better understanding of cultural nuances and local habits not only helps brands meet expectations but can push them to innovate and adapt. Allyson Stewart-Allen, award-winning educator, advisor, and author, explains some brand fundamentals to consider before you even get to your marketing strategy.
Table Of Contents
Adapting your product for the local market
Stewart-Allen explains the importance of understanding how well-known your brand is globally and gives an example of one household name that has adapted its product for local markets.
Getting communication right
Stewart-Allen give the example of humour as something that can be very specific to a particular culture and disastrous for a brand if used badly.
Don't forget the economy
High-end products have extra considerations when launching in countries with economic instability.
Communication can be visual too
Stewart-Allen gives more examples of how communication needs to be culturally appropriate.
Don't take shortcuts
Success in a local market depends on so many different things. Stewart-Allen explains why a fully standardised approach will never work.
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