1. Interpret; don’t translateTranslating your message into the local language is not enough to ensure your intent will be understood or interpreted correctly.
2. Value is contextual
The quality of your implementation has always been important in maintaining a certain brand image. However, when crossing cultural boundaries, the nuances of what denotes quality become less predictable and thus extremely important to decode.
3. Playing follow the leader
Since each industry or service has its own local conditions and customers, you cannot assume that a set of customers for a particular product or service will act the same as the one you are targeting. Nor should you assume that if a strategy similar to yours was successful for your brand in one market or region, it can be replicated as is.
4. Making assumptions
This point may feel redundant yet needs to be made: we often realize that there are assumptions we may be making while shaping a brand or communication strategy for a different market. Being mindful of these assumptions can often mean the difference between success and failure.
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