When we begin a branding initiative with a global client, one of the first things we hear is that the company stands for different things in different countries – and therefore no single brand can possibly resonate globally. Is this true? Howard Breindel looks at the ways a global brand can help or hurt B2B company success.
The key to developing a successful brand is finding the common ground that unites all audiences, whether it’s allegiance to a cause or a commitment to a particular issue. Another challenge: too often, associations are seen purely as advocates with government bodies, while their robust offerings, whether education programs, events, or knowledge sharing, are overlooked. A strong brand will find a way to communicate the entirety of an association’s offering by focusing on the core value proposition, and supporting it with targeted messaging.