Spotting the developing trends that build successful global Brands...

Target Marketing; Segmentation, Demographics, Psychographics, Consumer Behaviors, Profiles, Mindsets … Brand Spirit!
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Product/Service Development; Fashion, Design, Style, Colors, Combinations, Fabrics, Merchandising, Product Mix, Attributes, Co-Production … Brand Building!
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Advertising & Marketing; Media, Point-of-Sale, Point-of-Activity, Creative Messaging, Co- Branding, Endorsement, Product Placement … Brand Awareness!
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Technology & Multi-Media; Video, Music, Broadband, Internet, Podcasting, Text Messaging, Online Communities, other Gadgets … Brand Expression!
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Market Development; Import/Export Opportunity Evaluation, Retail Strategy, Creative Messaging, Brand Assimilation / Acculturation, Media Mix … Brand Expansion!
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Experiential Marketing; Product/Service Launch, Special Events, Sensory & Tactile Encounters … Brand Touch!

Case In Point …
Global brand Nike faced significant challenges entering the Chinese market in 1995. First year sales totaled under $8 million in a market with more than 1 billion customers! Cultural, political and social realities posed formidable obstacles to Nike’s success. China’s 1 child policy formed a generation without concept of team spirit, and decades of restrictive Maoist policies had discouraged individualism. Moreover, the government’s support of sports only among a professional elite created a market void of the team-oriented, sports and fashion conscious consumers who represented Nike’s core target. Nikes response was to form and sponsor intramural basketball leagues, trained and mentored by well-respected US athletes and coaches which has engendered a love of team sports, competition and sports apparel among youthful and trend-setting Chinese.

Brands Beyond Borders …
turn the social, cultural and political differences in international markets.

Publicity; Word of Mouth, Communication, News “worthy” Releases (e.g. Uses of Dramatic, Shock, Humor, Passion) … Buzz Branding!
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StyleXplorers; Popular Trends, Street Patrols, Direct Reporting (Podcasting, Blogging, Online Communities), Fashion Downloads, Buyer Profiles … Brand Evolution!
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Cause Marketing; Social Responsibility, Social Enterprise, Strategic Philanthropy, Cause-Related Branding, Product Sales & Special Events Benefiting Social Causes, Differentiating Brands by Doing Good … … Brand Conscience!
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An International Creative Agency Building Brands Beyond Borders...

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