To Build an International Brand, Says, Focus on What's Universal

Former Staff Writer
5 min read

Aspiring entrepreneurs can learn an important lesson from Black Eyed Peas frontman go where your audience is.

At its start, the group had difficulty breaking into the American market. The hit single, Where Is the Love?, topped the charts first in New Zealand and the act built future success from there. “We spread to Australia -- and because of the Australia and British connection, we went to London,” he told Entrepreneur’s editor in chief, Amy Cosper, at the inaugural Entrepreneur 360 conference last fall in New York. “America came last.”

As the group moved across continents, it looked for commonalities among different cultures. This “science of the Peas,” Will says, became a linchpin of its success. To hear more about key observations that helped hone an international brand, check out this short video.

Related: How the Hit Maker is Hitting Hard in Business

More from Entrepreneur

Kim's expertise can help you become a strong leader, pitch VCs for capital, and develop a growth strategy.
Book Your Session

In as little as seven months, the Entrepreneur Authors program will turn your ideas and expertise into a professionally presented book.
Apply Now

Are paying too much for business insurance? Do you have critical gaps in your coverage? Trust Entrepreneur to help you find out.
Get Your Quote Now

Latest on Entrepreneur

My Queue

There are no Videos in your queue.

Click on the Add to next to any video to save to your queue.

There are no Articles in your queue.

Click on the Add to next to any article to save to your queue.

There are no Podcasts in your queue.

Click on the Add to next to any podcast episode to save to your queue.

You're not following any authors.

Click the Follow button on any author page to keep up with the latest content from your favorite authors.