This story appears in the
February 2006 issue of
Entrepreneur.
Subscribe »
For centuries, "Made in America" stood for supremacy
in everything. Now, with globalization on the rise and much of the
world resenting the unrivaled power of the United States, American
businesses have to deal with protests, boycotts and increased costs
of tightened security measures. How do you overcome these
challenges?
According to Keith Reinhard, chair of DDB Worldwide and
president of Business for Diplomatic Action, companies should
position their brands as local, a tactic that makes sense from a
marketing standpoint if your country of origin is seen as a
negative. Reinhard's advice:
- Develop a plan that fosters a good brand strategy in your
overseas country.
- Acquire new brand attributes such as cultural sensitivity and a
willingness to listen to your customers.
- Visit www.worldcitizensguide.org to learn how to be a good
world citizen.
The good news? "[While] research shows that [global]
consumers are cooling toward American culture and American
brands," says Reinhard, "there is still no hard evidence
showing direct impact on bottom lines."