Localisation
Why localisation is more than translation: adapting brands for new markets
A message that is clear and relevant in one environment may require a different approach elsewhere.
Insights
Perspectives on markets, communication and adaptation
Insights explores practical questions around marketing, localisation, positioning and business development across different market contexts.
Market adaptation
When does a business need to adapt its brand for a new market
Customer expectations, competitive conditions, communication preferences and market context can influence how a brand is understood.
Research
How market research influences brand positioning decisions
Market research provides the context needed to create a more informed positioning direction.
Market entry
Common mistakes businesses make when entering international markets
Many international expansion challenges are not caused by the quality of the product or service itself.
Marketing strategy
Why marketing strategies fail across different markets
Markets differ in expectations, competitive environments, communication styles and the way customers understand value.
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