Delighted to speak on the ‘Creating Brand Cultural Relevance’ panel at the Business Insights Festival.
“Internationally speaking, our Brand can have unexpected connotations and implications. We design it as we review our business from our own business perspective and for the culture and markets that we are used to. But what happens when you project internationally? Do certain words have different meanings? How is colour perceived subconsciously in different cultures? How do you go about meeting new contacts, what is the norm for saying hello and getting to know people? Should you expect to fit completely into the culture you’re approaching, or is there a sensible path where you meet in the middle and work on a mutual cultural understanding with your new international prospects?”