JRC&A

Description

It helps if, from the very start of the process of developing a brand strategy, one keeps in mind the need for achieving consensus for the final document. In fact, consistency is so important that it outweighs the specifics of the strategy. Consider the "Eggo Waffle" brand, the US's leading brand of frozen waffles. It has used the same advertising mnemonic gimmick, "Leggo my Eggo," for over 25 years, showing two youngsters fighting over the same waffle. If you look at it for its ability to convey brand values, you may find it rather weak.

Jacques Chevron has extensive marketing experience in Consumer Goods and Services. His background includes intimate involvement with many of the most successful companies in U.S. Consumer Marketing: Colgate Palmolive, McDonald's, Kellogg, Keebler, Philip Morris, Quaker Oats, Leo Burnett and many more. Jacques has spent about one-half of his career marketing to the U.S. Consumer, and the other half marketing in over 40 other countries. Jacques is frequently sought as an expert and lecturer on marketing issues (Institute for International Research, French-American Chamber of Commerce).

- Have your selling material and product specifications properly translated in the language of your target country. These documents will likely be the first taste a foreign customer has of your product or company; It may be the last if the translation is off. (Beware of translations done by a Summer intern who may know the vernacular but be unfamiliar with the vocabulary of your business.) Consider hiring a second translator to translate your documents back into your own language to verify the accuracy of the original translation.

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