Cultural Localization Is Vital to the Success of International Brands

©iStock/imagoDens

“Cultural localization is vital to the success of international brands because tapping into local expectations leads to more brand awareness,” explains Christopher D. Peace, PhD, assistant teaching professor at Carnegie Mellon University’s Tepper School of Business, who specializes in intercultural communication.

But it's more than that.

Companies that want to engage in international business expansion face an uphill battle. They need to apply cultural intelligence in business to preserve their brand’s authenticity while respectfully embracing local culture. Doing so requires a thoughtful global brand strategy that incorporates cross-cultural marketing and meaningful, ongoing local collaboration. 

To succeed, it’s essential to have a thoughtful strategy to avoid the missteps that can land a brand engaged in international business expansion in hot water.

Today in Global Small Business: Cross-Cultural Marketing in a Pandemic

©iStock/cienpies

What's affecting me, my clients, my colleagues and other global small business owners:

• COVID-19 has destroyed 41% of Black small businesses. 
• SMEs remain the backbone of our economy.
• Quote of the week:  “Together with a culture of work, there must be a culture of leisure as gratification. To put it another way: people who work must take the time to relax, to be with their families, to enjoy themselves, read, listen to music, play a sport." – Pope Francis
• COVID-19 metrics matter.  Check some robust ones out here and provided by Bloomberg Philanthropies.
• Building resilience in a world disrupted.
• Cross-cultural marketing in a pandemic:  key tents for business leaders.