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Topic: Going Native

Six countries. Four weeks. One story.

January 26, 2017

We were once asked to do a global branding project for an outdoor clothing retailer. Instead of going straight to a focus group setting, we really thought about the brand and what would authentically help shape its story. We asked, “How can we take local marketing research expertise and translate it into countries we’ve never been to?” and, “How do we ensure we can leverage the regional differences and still come up with a cohesive, global plan?”

This kind of thinking led us to an alternative (and ambitious) approach… we decided to “go native.”

Topics: Going Native
Sean Connell at The Great Wall of China