Are You Brand-Compliant or Brand-Constrained?

Are You Brand-Compliant or Brand-Constrained?

Share your brand’s love with everyone you sell to.

This is the final post in a 5-part series on Global Branding Traps that successful companies avoid in international markets. Use these links to access the entire series: Part One, Part Two, Part Three, and Part Four. Or get the full picture in our free parathink briefing.

Taking a healthcare brand into a new market successfully involves more than just translating your American names and messages into the local language. Ignoring local culture and customs is an all-too-common mistake that can keep your brand from establishing a strong foothold:

Global Branding Trap #5: “Our branding needs to be exactly the same in every market.”

It may seem cheaper and more efficient to support one brand message in an unyielding way, but it risks closing profitable doors. While a certain amount of consistency is a good thing, look for ways to be brand-compliant without becoming brand-constrained.

In French, for example, the expression j’aime, or “I love” is sometimes abbreviated “j’m.” In Quebec, McDonald’s created one of the world’s simplest advertising slogans by replacing the “m” in “j’m” with the golden arches. This campaign offers a classic example of how a local language can open fresh opportunities for your brand to engage with regional culture, blending the best of both worlds.

Our newly-released parathink briefing—Meeting 21st Century Challenges to Global Healthcare Brands—offers expert insights on how to avoid all 5 Global Branding Traps and discover new profit opportunities. Click here to get your free copy.

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