branding across borders 041216

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HANSON DESIGN 040716

GLOBAL BRAND DESIGN WITH LOCAL RELEVANCE

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LOCATION

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USA’s first World Heritage City Greater Population: 6.4 million Gross regional product: $405 billion Foreign owned companies: 766 Annual visitors: 39.7 million More than 40% of the US population is within a day’s drive Growth in Millennials - 6.3% (NYC-3.1%, Chicago- 2.6%)

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PHILLY

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WHO WE WORK WITH GLOBALLY

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THINGS TO THINK ABOUT

• Is it a digital or real touch point? • Is it a ‘collective’ or ‘individual’

culture? • Are they ‘chillers’ or ‘busybees’? • Are there taboos or is it ‘freedom

of expression’? • Is it about avoiding risks or taking chances? • Is it about the quality of service or the taste

of the food? • Is it trending or true?

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DRIVERS OF BRAND RELEVANCE

Product Qualities

BrandAttributes

Psychographics

Demographics

Brand Driven

Commodity Driven

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Global Translation‘localization’

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AAMCO Brand Retail Redesign

Sales increase +30%

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GlobalTraveler Cheques

Global:–Brand–Shape–Color

Local:–Language security

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PepsiUAE

Global:–Brand name–Product

Local:–Colors–Design Elements–Language

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LuxChina

Global:–Brand name–Shape

Local:–Color–Design Elements–Language

Global:–Brand–Shape

Local:–Color–Design Elements–Language

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PalmoliveBrazil

‘Pal mo leav eh’

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Relaunch of a 200 year old French brandin the US digital age

Global: BrandLocal (US):–Language–Media

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Awareness increased +1000% in 3 months with integrated campaign.

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McDonald’sSouth Africa

Global: BrandLocal: Product, Language, Media

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1,000+ participants in game9,000+ trial in 2 weeks

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Volvo Bus Latin America35% Business Promotion Improvement

commcepta 040716 18

DrogaVET Latin AmericaAnimal Vitamins

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DrogaVET AMERICASVetinerary Pharmacy

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GLOBAL BRAND TO WIN

Market Relevance Local Presence Culture Local Purchase Drivers Logistics Production

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THANK YOU