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Creating Successful Global Brands
Brand leadership today is all about creating strong emotional relationships in order to win. Whether you're dealing with "local only" business, or engaged in multinational global business, globalization is affecting marketing strategy. In addition, economic changes, the technology revolution, the shift from the knowledge economy to the attention economy, and international trade restructuring and worldwide changes in community and family structures have all changed how brands and consumers relate. While we used to think in terms of "think global, act local", a new marketing perspective is needed because borders do not exist quite so definitively today.
"Think Like the Sun". While the sun seems to go down each night, suspending its activity until dawn, that's not what really happens. The sun doesn't go up and down; it's the earth that revolves. Like the sun, our brands and businesses are making contact with consumers somewhere all of the time. Instead of focusing on borders and geography, it requires us to focus on brands, markets and consumers and to better appreciate cultural differences. This perspective asks us to embrace the dynamics of globalization.
Successful brands in the future will need to have an enhanced emotional relationship. Brand evolution has gone from product to trademark, trademark to brand, brand to trust mark
Selling Your Services Globally
While overseas clients can see and touch a product, services (as an intangible) are more difficult to export - clients are buying a 'promise' from you. To help eliminate some of the obstacles associated with exporting services, we recommend using a selling strategy based on relationship marketing.
In other words, listen to what the other person is saying and secure a relationship built on trust. Also establish your credibility - services are about your capabilities and filling customer needs. Promote your credentials, use referrals, cite your awards and the recognition your company has received, write professional articles and speak at events. And always, always network effectively by following up after each contact. Remember, everything you do is marketing.
There is more to come!
