In a global world, brand campaigns are going for a more local approach. The key to success in foreign markets is contingent upon understanding the target audience’s population, culture, and competitors.
Having been involved in numerous localized campaigns myself, I’ve seen companies continually make the same mistakes when it comes to customizing their product or service for a particular location, and as a result, fail to succeed in taking over the market in a particular city, state, or region. As the CEO of Mobilizr, my job is to help companies run successful brand engagement campaigns and achieve success as they expand globally.
We often think of the world “translate” in the context of language and personal communication. However, this is the number one reason why global brand campaigns don’t pan out: they fail to translate well for a foreign audience. Take Walmart, for example. In the U.S., they brand themselves as a money-saving value store based on U.S. pricing. In China, they use the same branding, but it fails to translate because Chinese consumers associate that pricing with a premium store. Continue reading “Think Globally, Sell Your Business Locally”