B2B company decides if a product brand strategy needs global adaptation

Use the Remarkly App to identify differences between geographies and/or segments by comparing responses from different brand managers on the same use case. Understand if targeted brand modifications are needed e.g., prior to a major product launch.

Let's explore how

Hypothetical example:
Inspired an actual client issue
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Situation:

You are the head of a brand for a global B2B Company

You have a core brand-dominant but a fairly complex portfolio

Your team is spread out all over the world and your brand has different permissions in different regions

Your CEO has asked you to evaluate the brand strategy options for a new AI-powered productivity tool that will be complimentary to several of your businesses.

Can the company use the same brand strategy for the AI tool across all markets?

Approach:

Invite all your regional managers to be collaborators on Remarkly and ask each of them to start a project to evaluate the opportunity for their region.

Ensure that everyone is working off the same brand guidelines and core brand research.

Set a deadline to ensure that everyone is completing the project at the same time

Monitor progress by accessing the dashboard.

Understanding the Recommendation:

core brand, your core brand has a lot of equity in the area of AI-powered productivity tools, there is no need for adaptation

unrelated brand, your core brand doesn’t have an equity in the area or perhaps represents conflicting values, investment in a new brand is required.

hybrid or related brand, your core brand has some equity in the area but there is an opportunity to build additional value through association with the new offering.

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Outcome:

Once everyone has completed the brand project, you compare the results and find that eight out of ten markets have the same result to use a hybrid brand strategy but two markets got the recommendation to use a related brand strategy.

After further consideration of the rationale, you go ahead with the hybrid brand strategy while allocating additional resources to the two outlier markets to strengthen your core brand in those markets.

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Impact:

Within a couple of days, Remarkly provided a recommendation that took into account the specific issues each of your regions was facing. You not only maintained oversight of the process throughout, but your team was also able to see and learn from other regions. You avoided the potentially expensive mistake of using the same strategy across markets.