We hear (and write) plenty about all the trends that have originated or been popular in the United States before spreading to the UK and rest of the world. There are lots of American influences in modern European culture, but the same could be said in reverse. The rational plan for companies and brands based in the UK and looking to expand is to target markets like the US, and many have been able to do just that over the years. But what does it really take to crack America?
Historically it has been quite common for British firms to fall into the trap of thinking America is very similar to the UK compared to other countries. Our languages may be (almost) the same, but cultural differences make a huge impact when it comes to marketing goods and services, and in many cases the USA differs vastly compared to other markets within Europe. It takes a clearly defined strategy for UK brands to succeed in America, but by paying attention to the right factors and tools, it can be done. Continue Reading