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A parable on international branding

Snakes spell disaster

A global organisation had good intentions in Africa-if only they had thought to consider local customs and practices. Their branding, which featured snakes, was viewed as a sign of death to the local population and made individuals flee whenever the branding was showcased. Therefore, getting engagement by the local community was pretty impossible.

Local customs and practices are often overlooked in the drive to complete tasks in other countries.

On this assignment we were able to help in a surprising way.

After we deleted the branding problems, we found that the customer segmentation was incorrect too. The focus of the assignment had been on medical staff, but the key to the success of the project was actually the local shop keeper who had been completely ignored. We discovered that their place in the community was central to the health of the local population.

For more information about how to market in countries around the world, contact us at +447771 858468.