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Business Consulting For The 21st Century Via A Holistic & Intelligent Approach

Fake it to you make it?

Answered => “When selling a traditional food product from a specific country in another country (with a different culture), should a designer from the country of origin or the country of destination be hired to design the logo, the package, the website, etc.?” on Quora.

=> My answer…

In (20th century) theory Daniel Kuperman is correct. However, the 21st century reality is different.

It depends on the talk the brand is talking. For example (and it’s just a quick example), you can’t say, “Support local business” and then outsource your design and printing two towns over and certainly not two countries over. Walk the talk or be prepared for (social media) push back. It used to be you didn’t have to eat your own dog food. Those days are gone.

If you’re trying to break into a new market, and the context of the (branding) talk allows it, then I would suggest trying to engage an agency in that new market. They have local contacts, perhaps they drop a couple press releases, add their work for you to their portfolio, refer you to one of their other clients to partner with, etc.

On the other hand. if you use an agency in the country of origin, how is that going to help you? None of them (read: zero) are your target market, correct? Think of your (foreign) agency as your first focus group of sorts.

Fake it to you make it? More like, fake it and risk getting labeled a fraud.

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