My answer to Rick’s comments in the previous post led me to write this post. I’ve been talking about brands crossing cultures, the mistakes some have made, and the issues of interpreting value across cultural borders. Lets then start from the very beginning – you enter a new market, one that’s never heard your name [not everyone can be an iconic brand like an Apple, Microsoft, Coca Cola or Levi’s] – let’s say it’s Tide and you’re entering India.
In your home market you’re the leader, but do they even know you ‘over there‘ ? How do you begin?
A good question to start the Fall season with, no? Any ideas or thoughts?