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 CotugnoYoung & Rubicam

The value of cultural nuancing

The first underestimation was the value of cultural nuancing in migrating brands far from home. For cultures...