It can be tempting in these days of online markets to believe that any brand with a website is automatically international. In reality, building a brand beyond your national borders is more complex than many realize.
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Mark Di Somma, Author at Branding Strategy Insider
If you’re looking for ways to take your brand to the next level, here are some thoughts as to where to find your next market advantage.
Branding Strategy Insider helps marketing oriented leaders and professionals like you build strong brands. BSI readers know, we regularly answer questions from marketers everywhere. Today we hear from Mary a senior marketer from Atlanta, Georgia who has this question about evolving a heritage brand.
As brands juggle more and more channels to try and interact meaningfully with customers, is omnichannel achieving what it needs to?
Brands gain strength from the associations they build with consumers. But those same associations can work against brands when they look to introduce ideas that go too far beyond what consumers expect.