This week on Edelman Editions Stefan Stern, Director of Strategy and Allyson Stewart-Allen, Head of International Marketing Partners and author of the best-selling book, Working with Americans discuss the hurdles that companies may meet whilst marketing a brand in the UK & USA.
Following the success of the British boy-band One Direction in the USA last week, Allyson explains what has made them more successful than other British bands state-side and how brands must recognise what works in the UK, may not work in the USA and vice versa.
Let us know your thoughts, have you had any experiences you’d like to share dealing in different international markets?
If you would like to know how we can help you in engaging international markets, then please get in touch with our Consumer department, who will be more than happy to discuss this topic further.
|Chair: Stefan Stern, Director of Strategy, Edelman
Stefan has been writing and commenting on business and management for the past two decades. He wrote the Financial Times’s management column for over four years before joining Edelman in August 2010 as its new Director of Strategy. In October he was appointed Visiting Professor in management practice at the Cass business school.
|Allyson Stewart-Allen, Head of International Marketing Partners
Allyson is an internationally-renowned business guru and media personality whose expertise in the fields of international marketing, US business and inter-cultural working is sought by European and US organisations growing their markets on either side of the Atlantic. Following her employment with blue-chip consulting firms Price Waterhouse, PA Consulting Group and Hay Management Consultants, Allyson now advises executives and boards of directors in the professional services.She is co-author of best-selling book Working with Americans (Prentice Hall), the first-ever business manual exclusively about the US business culture, which helps professionals improve their relationships with and profits from American business partners, bosses and colleagues.