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IDEAS & PERSPECTIVES

A more considered view.

Notes on the cultural and commercial questions shaping international business.

Shanghai across the Huangpu River

CULTURE & STRATEGY

Translation is not the same as understanding.

Why cultural context belongs at the centre of a brand’s international strategy.

MARKET PERSPECTIVE

A market is not a monolith.

Looking beyond a single narrative to understand the nuances of China.

GLOBAL PARTNERSHIPS

Connection begins with alignment.

A shared purpose is the foundation of a meaningful partnership.

CULTURE & STRATEGY

Translation is not the same as understanding.

Language is only one layer of meaning. A message can be translated perfectly and still feel unfamiliar to the people it is meant to reach.

Cultural strategy starts with listening: to how people express aspiration, build trust and relate to brands. It asks which elements of an identity travel well and which need a different expression.

The goal is not to become a different brand. It is to make the same promise meaningful in a different context.

A CONSIDERED COLLABORATION

For the ambitions worth understanding.

A different perspective starts with the right conversation.

Discuss your ambition