7 Min Marketing With Pam Didner

This week, one listener, Jim, asked me about branding. “Companies with very strong brands want to maintain their brands across markets. How do you keep the core essence of your brand but also adapt it for new markets?” There’re several ways to scale the core essence of your brand across regions.  I want to address that in 4 different elements: Logo, Design, Tone-and-Manner, Corporate Culture in 7 short minutes. Logo: Many people associate the essence of branding with logo usage. This is indeed only one part of the story. At the minimal level, keep the logo the same across the region—unless your logo can be perceived as offensive in some cultures. The most famous example is Starbucks’ mermaid logo. In the western countries, we look at the mermaid (or some may call it, siren), and don’t think much of it. In the Middle East, a female appears on the logo full frontal, and nudity is not allowed. The logo in Saudi Arabia shows the crown of the siren on the sea, but you can’t see the mermaid. The key point is that t