There is a phrase used about a certain kind of wine: ‘it travels well’, meaning it is as good sipped in a Mediterranean open-air café as in a northern dining room in midwinter. In a similar way, attitudes to a corporate brand may work effectively across several target markets. Sometimes, though, wines enthusiastically brought back from holiday deliver unmemorable drinking away from the beach. It is the same with brands.
Absorbing the local context
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Nigel Middlemiss
Nigel Middlemiss has been with Echo Research since 1997, and currently works as a knowledge director there. For 15 years previously he held senior communications posts in a high-technology branch of the energy industry. He is an accredited Member of the Chartered Institute of Public Relations, speaks French, German and Bulgarian, and has published extensively on research and communications.