Marketing in a foreign culture poses special problems:
- Different cultures have a different relationship with brands.
- Consumers in different places have different ideas about what is “good.”
- People in different places respond better to different communications approaches. And at a practical level, some verbal and visual motifs simply don’t convey meaning in certain cultures.
- The real market for the same product in will be different sectors in different cultures. (In B2B, the job titles of your purchasers in your home market may simply not exist in a new market.)
If you need advice, on cross-cultural brand strategy, building a team for cross-cultural comms execution or just an assessment of the potential cultural frictions in your current campaign programme‚ we can help.