We spend a large amount of time helping clients successfully navigate the choppy waters of cross-border marketing, media, demand generation etc.
Two decades of experience have taught us the folly of the 'one whitepaper fits all' mentality, and in most cases we think we've done a pretty good job.
However, it's not uncommon for b2b clients to focus so much on getting the collateral localised they forget the other important factor - the local brand and all that goes with it.
It's one thing getting that case study perfected in Mandarin but if your .cn site is predominantly green it will convey an aura of disgrace - not ideal for landing page conversions.
So when considering an international go-to-market strategy, thinking about the end-to-end impact is critical.
(Why don't Russians buy Oreos? Because the direct translation is Oral Sex...)
Your branding is a visual, impact-based representation of everything your company stands for. But do your logo, images, taglines and other elements have the same effect in the additional countries you have a presence in? It’s important to consider all brand elements during the planning of your localization strategy when entering new global markets. So how do you ensure your cool, fresh image doesn’t fall flat on the international scene?