The Role of Cultural Knowledge in Global Marketing (or How A Color Choice Nearly Brought Down a Major Company Launch)

Earlier this month, Business Wire Paris’ editor Hannah Kelly discussed the importance of understanding cultural changes before launching campaigns in global markets.

In this piece, Hannah showcases examples of great marketing programs that failed due to the brand’s misunderstanding of how the local market perceives colors, translations, gender and social norms as well as marketing styles.

If you are launching marketing programs outside your region, definitely read this piece:


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