As the global marketplace continues to grow in 2017, so will the challenge to position your brand to be seen and heard. “The greatest challenge is to remain true to your brand, while appealing to multiples audiences,” shared Greta Wilson, vice president of brand strategy, during the latest global #PowerofPrecision tweet chat.
A4: To ensure a one brand vision resonates, a brand must understand its character, not just its product benefits. #PowerOfPrecisionLou Aversano (@laversano)
Steps can be taken to ensure success. Wilson was joined by Lou Aversano, CEO of Ogilvy New York, who echoed Wilson’s point and spoke specifically to the importance of understanding local markets, taking it one step further. “Discovering cultural nuances is as relevant as the brand’s core messaging,” he tweeted.
More than 550 participants from 28 countries attended the award-winning live chat event, kicking off the third year of the chat series with returning chat series host Brian Moran.
Aversano shared advice, “Start with the brand’s core strengths, find the deepest truths. Then apply customer insights that blend with those truths.” He tweeted, “Focus on the similarities not the differences. The similarities are always greater.” That said, Wilson cautioned, “Give real consideration to the right way to connect with diverse audiences around the world.” Localization was among the main takeaways emphasized by the expert panel.
Here’s a summary of the many learning and insights shared during the chat. Join us for our next #PowerofPrecision chat on Tuesday, February 28 at 8pm ET when we’ll discuss Unlocking the Value of Single Customer View.