The brand implications of entering a new market are multi-faceted. Does your brand as currently constituted have “permission” to enter this market, or will it need to adapt … or even change completely? Will your brand architecture need to evolve to accommodate the expansion? What if any reputational risks does the new market present? These and many other questions need to be addressed as you prepare to enter a new market.
For all consulting firms, it is critical that any change in business strategy is supported by a change in brand strategy. Only when the two align will firms be able to truly capitalize on the evolving technology-consulting landscape and achieve growth goals.
When we work with a client entering a new market, 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.
In reviewing branding projects that DeSantis Breindel has worked on over the years, we noticed five warning signs our clients have encountered when coming to us for help. Read on to assess your brand.
