French Marketing & Branding in the U.S.
Chassez le naturel il revient au galop
The world is becoming increasing interconnected, but differences in culture can make those connections strained. For some, it’s the language barrier. But even when speaking in the same language, you may not be getting your message across. Our Guide, “How French Brand Triumph in the U.S.”, explains it all.
A few of the key differences between French and American culture, particularly when it comes to business, include
- Risk – France has a higher emphasis on certainty – rules and structure are welcomed, high levels of planning, and extremely through in planning. To some Americans, this comes off as pessimistic – as American businesses are more willing to take risks with new ideas to beat their competition.
- Selling – The French market focuses on relationships between the brand and the consumer. While Americans have some brand loyalty, they focus more on the competitive advantages of each product, and are willing to forgo brand loyalty if convinced that another option is better.
- Locality – No matter if you’re operating in Paris or New York City, it’s always easier to understand what works in your market when you’ve lived there your entire life – being part of the culture and understanding the people you’re marketing to.
At BrandWire NYC, we can help you build a marketing strategy and advertising materials that effectively communicate your goals to the American market. We do this with highly targeted digital marketing: re-crafting brand values to resonate with American consumers and using the most innovative online strategies to spread your message.
We understand the differences in culture because we’re a team of both Americans and French nationals with experience in both U.S. and French markets. Our French team members have extensive experience working with American firms and consumers; and our American team members have experience and education in international business and working in foreign markets. We work together to understand your business’ competitive advantages and promote them to the U.S. market.
Bonjour, hello – we’re fine with both, and we all speak the language of money.
Here’s the story of one of our clients
“After living in the United States for several years, I thought working here and building relationships would come naturally. I studied the differences between French and American culture, but knowing them isn’t the same as putting them into practice. Chassez le naturel il revient au galop – A leopard can not change its’ spots!”
One day during a conference with an American client, my client suggested a new idea for a project. I really thought her idea was great, but it wasn’t what I expressed or communicated to her. I said “Oh yes, I agree it’s great, but what about this? And what about this? And what if this doesn’t work?”. “Criticism” leads to a good project and avoids mistakes – but in the U.S.; criticism while you’re brainstorming is a creativity and action killer!”
After working with the team at BrandWire NYC, I understood the differences between these cultures. They helped me understand the cultural differences and helped me change my proposals, website, and marketing strategy to better capitalize on the American market.”
Qui est bon à tout n’est bon à rien – The one that is good at everything is good for nothing. We help you build and manage a successful U.S. marketing campaign so you can focus on your business – you focus on what you’re great at, and we’ll focus on what we’re great at. Contact us today and see how we can help your business thrive in the United States.