Discover Germany, Issue 114, February 2024

Page 102

At trumedia, internationalisation strategies are the result of teamwork.


Cultural experience, different demographics and values not only shape a target group’s ex102


Issue 11 4


February 2024

Since 2009, trumedia has been supporting medium-sized market leaders and corporations operating in a wide range of core and target markets in this sensitive process of brand adaptation, or the recreation of an accepted brand. Among their many successes, trumedia's internationalisation experts have worked on the European brand transformation of

For Marco, a deep, evidence-based understanding of the target market is essential: “Our own in-house market research team creates a solid database for each internationalisation project as a basis for our concepts.” Key questions include: What makes the target groups tick and what influences their purchasing decisions? What channels and touchpoints do we need to use to reach them? What content formats do they prefer? Does the visual and verbal brand identity have the same impact – and should it? “Our goal at trumedia is the creation of a data-driven internationalisation strategy that builds trust within the target market with the necessary local facets, while protecting the brand DNA from overstretching,” Marco sums up. “We call it global brand magic in action.”


pectations from a product, but also the way it is communicated. Brands have to overcome language barriers, operate in different media landscapes and, depending on the target market, take into account a different cultural mindset. “It's not just about translating content into the local language – it's about transcreation,” clarifies Marco. “Professional localisation takes into account images, colours and symbolism, as well as aspects such as tonality, UX, digital readiness, seasonal idiosyncrasies and cultural nuances.”


“Whenever a company steps outside the borders of its home market, it leaves its comfort zone,” stresses Marco Trutter, CEO of trumedia, an international brand identity agency based in Augsburg, Germany. Companies tend to focus on the challenges of entering a new market, such as laws, taxes, certifications and logistics, while underestimating the impact of proper brand adaptation as a factor in the success of their internationalisation venture. This is a common pitfall. As a branding expert, Marco's message is simple: “Whether we're talking about German companies expanding into the US or Asia, or former overseas OEMs looking to do direct business in the DACH market, there has to be the right balance between global consistency, local differentiation and, above all, trust. Brands need to adapt without losing their identity if they are to succeed in new markets.”

‘FlexiSpot’, the world's leading manufacturer of ergonomic workstations from China, and the positioning of the cosmetics portfolio of ‘Grandel – The Beautyness Company’ in cultural circles outside its home market, including the United Arab Emirates.


In times of multiple crises, an international mindset is becoming an essential part of business strategy in a growing number of industries. We spoke to the founder of a leading branding agency that helps brands conquer new markets.

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