New markets are the oxygen of growth for strong brands, but getting the balance right between ‘brand integrity’ and ‘local relevance’ is far from simple. Even the most successful brands can fail to bond with consumers. In the latest edition of CRICKET Commentator, we discuss strategies for brands to create real traction in new markets and explore reasons why some have not achieved success. Like to know more? Drop us an email on louise@cricket-ltd.com and we'll share some insights from recent work. Click on the 'Brand Integrity' pdf in the sidebar (see right) to read the full Commentator.
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