West & East: A guide to migrating brands across the globe

This article explores how brands are adapting from Western to Eastern markets - and vice versa - and pulls out some best practices for success in a different market.

West & East: A guide to migrating brands across the globe

Dr Sue Mizera and Alessandra Cotugno Young & Rubicam

The value of cultural nuancing

The first underestimation was the value of cultural nuancing in migrating brands far from home. For cultures half-way across the world, it's not just a matter of translating your ad and using local models, however efficient this may seem. And however

is Managing Director of Young & Rubicam Business Consultants. 2015 marks her 29th year with Young & Rubicam, five in New York and 24 in Geneva, where she has directed brand strategy projects for clients such as Microsoft, Medtronic, Areva, DuPont, Iceland Telecom, Caterpillar, World Economic Forum and numerous UN/NGOs.

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