10 tips for success in brand migration

This article gives 10 tips for brands migrating from West to East or vice versa, and also shares a case study from fashion retailer Gap China.

10 tips for success in brand migration

Sue Mizera and Alessandra CotugnY&R

There is much to understand before migrating your brand overseas: cultural nuancing, the flow of brands West and East. This article gives 10 tips accrued from a study of successful global practitioners, including a case study of Gap China.

This project was born as a result of two underestimations that we made in recent months. The first underestimation was the value of cultural nuancing in migrating brands far from home. For cultures halfway across the world, it's not just a matter of translating your ad and using...

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