180: How to Avoid a Foreign Fail | Allyson Stewart-Allen

Jan 19, 2024

Advising on international expansion, Allyson Stewart-Allen highlights the importance of understanding cultural differences and building a brand for success. Nestle's marketing strategy of creating culturally appropriate KitKat bars in different countries is discussed, along with the success of unique flavors and packaging in Japan. The significance of understanding different cultures, listening, and leveraging local knowledge is emphasized for global leadership. Balancing internal and external perspectives and the importance of customer service are also explored.

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Introduction

00:00 • 2min

Working with Americans: Understanding and Building a Brand

01:58 • 4min

Adapting KitKat Bars to Fit Cultural Norms

05:56 • 12min

Potential Miscarriage of Justice and English Biscuits in France

18:10 • 4min

Understanding Different Cultures for Global Leadership

21:57 • 12min

The Importance of Listening and Local Adaptation

33:35 • 2min

Balancing Internal and External Perspectives

35:43 • 10min

Customer service and getting in touch with the guest

45:35 • 2min

Allyson Stewart-Allen is a CEO, advisor, broadcaster and author. I see Allyson each week on TV as she is a regular on Sky News and has been on several seasons of 'The Apprentice , You've Been Fired.' It was time to invite Alyson into the studio for a visual tour of brands. If you don't proactively work on your personal brand, someone else will do it for you and you may not like the results. Brands can take years to build and seconds to destroy and all leaders need to consider their own brand, their product or service and their collective organisational brand. To avoid an international failure, leaders must surround themselves with diversity of thought and experience and display huge amounts of humility and curiosity when expanding across regions.
Allyson completed two degrees in International Marketing, at USC and her MBA at Claremont with Peter Drucker. Allyson was raised in Germany and has been in the UK for 36 years. She is the author of 'Working with Americans' which was a finalist at the International Book Awards.
This is definitely an episode you want to watch on our YouTube channel as Allyson brings this episode to life showing a number of incredible products from her 'cupboard of curiosities' as regards what does and does not work internationally and why.
We talk about a number of products from Kit Kat in Japan to a Canadian chocolate called 'Seriously Helps You To Energise' also known as SHYTE!
In between the amazing examples that Allyson talks about, we delve in to the leadership lessons relevant to any sized business on the basis that if you have a website, you are already global.
In the UK we are currently experiencing the outcry into the Post Office scandal where a number of reputations and brands are squarely in the cross hairs of public opinion, which is yet another example of how vigilant leaders must be to their practices, exposure and impact on the world.
www.allsysonstewartallen.com
www.internationalmarketingpartners.com

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