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Your Brand's Name Might Be a Liability Once You Cross the Border
What's the biggest change in marketing in the past 50 years? You could make the case for the Internet. Or Big Data. Or mobile marketing. Or PR. Or celebrities. Or a number of other revolutionary developments. But in our work as marketing consultants, we find the biggest change is the shift from national marketing to global marketing. Our clients are mostly focused on building global brands. When brands cross borders Problems can occur. Take the name of the brand. As long as a brand is a registered trademark in the countries you wish to do business in, you might assume everything is taken care of.
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