Do: Position Your Brand Clearly for the New Audience
✅ Example: Netflix’s Global Expansion
Netflix didn’t just translate its content; it invested in local productions (e.g., “Money Heist” in Spain and “Sacred Games” in India). In the U.S., they learned to offer diverse genres and price flexibility based on regional demographics.
❌ Don’t: Copy-Paste the Same Brand Message
Example: Pepsi’s “Come Alive” in China
Pepsi’s slogan “Come Alive with the Pepsi Generation” translated awkwardly in Chinese as “Pepsi brings your ancestors back from the dead.” A textbook branding failure.
Lesson: Language isn’t the only thing to localize—brand perception and value props need to align too.
Final Thoughts: Entering a New Market Requires Patience and Precision
If there’s one recurring theme, it’s this: don’t rush it. Successful brands treat market entry like dating—not a one-night stand. They learn, listen, and evolve. Use these dos and don’ts as a blueprint, and you’ll have a stronger foundation than most.
Whether you’re entering a new market in the U.S. or abroad, the strategy should always be deliberate, locally informed, and customer-centric.
