Cultural Growth
Musings about marketing and branding at the intersection of new technologies and markets
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Why ‘One Brand Voice’ Fails In Intercultural Marketing – And What To Do Instead
“Global brand consistency” sounds great – until it clashes with local expectations. In intercultural marketing, the same content doesn’t perform equally well in each market. This article explores how companies can avoid the global consistency trap.
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The Intercultural Compass: 3 Sensitive Questions Every Start-up Should Ask Before Expanding Abroad
Scaling internationally isn’t just about execution. it’s about understanding your target market culturally. In this article, I explore the importance of Cultural Marketing Fit (CMF) for brands expanding into new markets.
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What Makes Genuine Marketing in Germany So Difficult?
Marketing in Germany isn’t about flashy promises or fast wins. It’s about building trust, being precise, and showing long-term value. Get insights why adapting your approach culturally is key to success.