Lean Startup Series #4: Creating a Culturally Relevant Brand
Business models/products/services that have seen some success in countries abroad will typically look to expand into new geographic markets. The idea of making it work in a new market is sometimes not an easy thing to achieve. Case in point, look at the Gap, an American retail clothing store from the U.S., that entered Hong Kong in previous years and was unsuccessful, but are now in Hong Kong with multiple store locations throughout China. Was it because the market was not ready for the Gap?
Your product or service can most likely be successful in any country, but how you market, how you price and how you position your company needs to be relevant to the market you are penetrating.
In this lean start up session, we will look at:
* Creating a brand that is culturally relevant to the lifestyles and motivations of a geographical market
* Creating a corporate identity that does not compromise its core values
* Positioning your company to be widely accepted within a country’s ultra-segmented population