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The social environment around you often drives the purpose and values you bring into your company. As you grow and add more members to your team, the values are likely to become more influenced by cultural mores. When taking your brand to other international markets, you may find there is a need to align your values slightly to meet the social dynamics of new countries.

While it is always recommended to remain authentic and true to your brand, considering what is important to customers in the new markets you are entering is an important part of international expansion, especially in your marketing and communications.