Internationally national or nationally international?

I am very, very sorry that this post - even though the headline kind of triggered it - is not about the World Cup. It should be, since all of my extended family members can barely sit down during a game and are so enthusiastic about each and every little detail.

Although the last game…against Brazil…I truly feel very sorry!
That was not meant to be….

But now back to something that I am carrying in my heart as deep as the love for 'Fussball': brand positioning and marketing strategies.

There are brands well known in the Western World, some are just known in Asia, some are recognized and bought internationally and some are only known by connoisseurs. So, the world of marketing is diverse and difficult - the needs, customs, traditions, … all is different in every part of the world. Especially when it comes to ad campaigns - the world looks different!

ALL brands advertise with their target audience in mind, but of course ALL of them want to grow and reach more customers with their campaigns. So you have to think outside the box…and that means thinking outside your target group. Therefor they ALL need to 'speak' the international language of advertising.

One brand that I grew up with is very well known in Europe. Founded 1967 in Stockholm, Sweden: Marc O'Polo
Now (since 1968) based near Munich, Germany. They started with a unisex sweatshirts line in 25 different colors, but soon broadened their product line. The company made 404 million EUR profit in 2011/2012 with clothing for men, women, kids and with accessories like eye-wear, fragrance, shoes and home decor. A very nice successful story...


But back to their advertising strategy - don't stay local go global!

They realized this with one of my film heroes I got introduced to by my husband years ago…Jeff Bridges! The coolest guy on earth (if you know the movie 'The big Lebowsky')!
This Munich based company…really?!?!?! Yes, had the guts to commit him to this campaign. Who knew if it will work? Who knew if people outside Europe will be attracted by this (because honestly, the consumers 'at home' in Europe will buy into this celeb' idea anyway, but new international customers?)?

It worked...

Now, they are fully investing in this idea:

Someone, even closer to my heart - since strong women are unbelievably sexy, confident and good looking - was 'committed' by Marc O'Polo: Uma Thurman…what a coup!

Isn't it nice to dream big and think out side the box!?!