Think your brand is ready to cross the Atlantic? It takes more than pluck and ambition. Successfully projecting your product, company and brand into a new market takes a subtle understanding of the target culture and a process for translating your brand values into locally relevant terms. All without violating your brand heritage; it is, after all, what makes you special. Our specialty is projecting companies between the U.S. and U.K. – we can help you move from one to the other as successfully as James Bond.
Austin Lawrence has guided successful brand translation for companies as large as British Telecommunications plc, midsize hardware and software vendors, service providers from India (Cognizant and Infosys) and entrepreneurs with big ideas and even greater ambition. We write about transatlantic marketing on our blog, Swelled Head , where you can find a lot of our ideas on what it takes to be successful, as well as some critiques and outright blowhard punditry.
If we can offer one bit of free advice (the rest is too good to give away), it’s that you need to know what is actually relevant about your brand in the target geography. While it’s possible that the core brand values and propositions will be the same as at home, it’s unlikely. Each market has its own history and expectations. If you deliver what your home market customers expect without resetting the relevancy meter, you risk being misunderstood and under appreciated.
ALG’s Brand Translation service helps you to understand the cultural context of your product or service, evaluate opportunities for challenger brands (that’s what you are likely to be unless you are Coke, in which case you are already ubiquitous) and develop and profitable path to market success. And since we maintain offices in the U.S. and U.K., our executives are always close at hand.
So, check out our blog , and if you’d like to export your brand – give us a shout.
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