Our client engaged us in one of our most extensive and far-reaching global research endeavors to date – to determine how this global brand should feature its product line, corporate culture, and core principles. In a series of meticulously recruited qualitative listening sessions with their prospective new employee base, we uncovered the distinct values that would inspire the target audience in Moscow and generate buy-in for an American company.
Cultural Nuance: A company’s value proposition doesn’t always translate across continents. That’s especially true for brands that lean into “lifestyle” and “culture” – and hope to gain a foothold in Russia. Understanding and addressing this segment-specific sentiment required precise planning and strategy to deliver an outcome that was both credible to prospects and achievable for our client.