Going global: How to market your brand internationally
Going global: How to market your brand internationally
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Description
When it comes to taking your brand global, it's not enough just to translate your marketing strategy into a new language. Companies need to find ways to adapt their strategy to the cultural nuances in different parts of the world. Allyson Stewart-Allen, award-winning educator, advisor and author, explains some of the key things to work through if you want to grow internationally.
Table Of Contents
The benefits of brand internationalisation
According to Stewart-Allen, companies can be local and globally relevant at the same time - localising their brands for different markets.
And the challenges...
Despite a globalised culture, Stewart-Allen explains that there is still tension between local and global markets.
How marketing can succeed globally
Stewart-Allen shares some case studies of how brands choose to localise in specific regions.
Beyond marketing
Adapting to local culture can be about more that marketing. Stewart-Allen gives the example of customer service, where human interaction is crucial in some cultures, but less important in others.
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