Adam Ferrier

Related Topics

Adam Ferrier

Friday, 01 June 2012 14:00

Branding, Advice on using local brands internationally when selling products into overseas markets: Start-up Mentor Adam Ferrier

Should I use a local brand in overseas markets?

I’m looking to sell my products internationally. Should I change my brand’s name to cater for these new markets?


We live in a hyper-connected world. Unless the name of your brand means small penis in Spanish, I would be inclined to keep it the same.


In fact, there are very few reasons to change it. A brand name, at best, gives meaning to your brand. For example, Bakers Delight communicates “fresh”, however, other names are just a bucket within which to contain brand meaning – like Amazon.


It doesn't mean anything but can mean everything. So don't worry about your name having to mean something or be motivating in every market.


Furthermore, there are many practical reasons to keep your name the same around the world: It's simpler; you get economies of scale; it's significantly less complex; and you create a unified global company.


Still, it’s a nice problem to have!

Adam Ferrier is a consumer psychologist and founding partner of Naked Communications Australia.  He began his career as a forensic psychologist. Adam then had a stint at Saatchi & Saatchi before starting Naked Communications in 2004. He was also State under-12 Chess Champion in WA. Follow him on Twitter.


Ask Adam or any other StartupSmart mentor a question here.

Comments (0)

Subscribe to this comment's feed

Write comment

smaller | bigger

Invalid Input
SmartCompany Smart Reads
  • Samsung Galaxy Tab hits big Australian retailers – can it challenge the iPad?
  • Meet the emotional robot
  • Microsoft releases new Zune HD player
  • Mandatory internet filter could become voluntary
  • Microsoft to release Windows 7 pricing soon

Follow us

StartupSmart on Twitter StartupSmart on Facebook StartupSmart on LinkedIn StartupSmart on Google+ StartupSmart on Youtube

Subscribe to StartupSmart RSS feeds

Sponsored Links

Our Partners

SmartSolo sign up

Private Media Publications



Smart Company


Property Observer


Leading Company


Womens Agenda