Global branding is about building bridges between cultures. In order for a company to operate successfully in a global marketplace, it must be able to establish a trusted relationship with its clients, suppliers and the general public through branding. In each country there is a framework around which the culture is organized. This framework includes historical information, religion, morality, ethics, goals and aspirations and an effective branding campaign must take all of these facets into consideration.

Cultures draw heavily from their historic and religious experiences to mold their society which has the effect of slowing down rather than speeding up the ability to make positive change happen. Against this backdrop of slow moving change, we have a technology-based economy that has sped up the physical ability of humans to effect change, but not the emotional ability to assimilate change.  This can lead to cultural conflict or even war.  Still, the demand for global commerce is increasing, which opens up the possibility for organizations to grow beyond their current geographic boundaries to take advantage of the new reality of global business.

This being said, how does an individual company begin to build their brand so that it can overcome cultural bias to become a trusted partner in global commerce?  This is new and uncharted waters for most organizations and this blog is dedicated to exploring these new trade routes in an attempt to navigate these unchartered waters.

I look forward to you joining the conversation and contributing your insight and experience in global trade.