ENTERING A NEW MARKET BY FIRST UNDERSTANDING ITS CODES

CHALLENGE

Anticipate how a regional company should position itself when entering Colombia, where perceptions of quality, prestige and trust were shaped by different codes from those in its home market.

APPROACH

We analysed culture, competitors, audiences and the brand, then worked with the regional team to turn local tensions into a market-entry strategy.

OUTCOME

We developed a three-year roadmap defining brand territory, narrative themes and commercial priorities to guide expansion in Colombia.