The Brand Travel™ Blog

24
Jul
2017
Posted by
Allyson Stewart-Allen
Tags
Ford, brand, scent, marketing, China

In China, Ford Cars Smell Like … Nothing at All

As Ford’s car marketing in China demonstrates, there’s nothing like having local knowledge to build a successful business. Unlike the brand’s customers in the West, who relish the smell of a new car – the leather, the wood, the plastic dashboard – its Chinese consumers prefer just the opposite, which makes sourcing the interior components much trickier since being selected for smell is an attribute most global tier 1 suppliers have never had to consider… until now.

READ MORE
03
Jul
2017
Posted by
Allyson Stewart-Allen
Tags
US, brand, reputation, business, Independence Day

Independence Day brings chance to reflect on the role of business for Brand USA

As American business leaders celebrate Independence Day this year, hopefully they will reflect on what their organizations can do to keep building economic interdependence as the world’s largest economy, keep international business partners engaged and focus on business as a powerful force that unites all countries, not divides us. With Ipsos Mori’s latest research findings that America’s influence on world affairs has seen its biggest ever drop, comes a bitter pill for a country that perceives itself as generous, open, entrepreneurial and welcoming the world’s huddled masses.

READ MORE
09
Jun
2017
Posted by
Allyson Stewart-Allen
Tags
localization, brands, culture

Local focus is essential for brands to succeed in global markets

Worldwide, we’re experiencing an unparalleled flow of goods and information than ever before. While popular assumptions that brands must take a global view to succeed in international marketplaces prevail, the data shows exactly the opposite is true: for brands to truly make money globally, their approaches must be localized.

READ MORE
SUBSCRIBE TO OUR NEWSLETTER
BACK TO TOP