Why do some foreign brands succeed or fail in China but are successful outside? What about when Chinese brands attempt to make it in the West? What makes a brand feel authentic in one culture and completely miss the mark in another? Why do some companies expand internationally and thrive, while others spend millions only to discover that what worked at home doesn't work abroad? And when brands fail in new markets, is it because of the product, the marketing, the culture, or something much deeper?
In this highly practical workshop, we'll explore the fascinating world of cross-cultural branding through a series of real-world case studies from global giants, luxury brands, challenger startups, and international companies entering new markets. Together, we'll examine branding strategies that created extraordinary success as well as famous failures that became cautionary tales. We'll look at how culture shapes consumer behaviour, why messaging that resonates in one country can fall flat in another, and what businesses must understand if they want to build a brand that travels across borders. Whether you're interested in marketing, business, entrepreneurship, psychology, or simply how companies influence the way we think and buy, this session offers a rare behind-the-scenes look at what separates international branding success from expensive mistakes.
In this workshop, you'll explore:
• Real international brand successes and failures—and what we can learn from them
• How culture influences consumer behaviour and purchasing decisions
• Why some marketing campaigns succeed globally while others backfire
• The challenges of adapting a brand without losing its identity
• Different strategies companies use when entering overseas markets
• The psychology behind memorable brands that connect across cultures
• How businesses balance global consistency with local relevance
• Practical lessons that can be applied to brands, businesses, and personal projects
为什么有些外国品牌在中国会成功或失败，但在其他国家却表现很好？反过来，中国品牌走向西方市场时，又会遇到什么问题？是什么让一个品牌在某种文化里显得“很真实”，换个环境却完全不对味？为什么有的公司可以顺利完成国际扩张并持续增长，而有的公司即使投入大量资金，最后才发现“在本土行得通的那一套，在海外根本跑不起来”？当品牌在新市场失败时，原因到底是产品问题、营销问题、文化差异，还是更深层的东西？
在这场偏实战的工作坊中，我们会通过一系列真实案例来拆解跨文化品牌运作逻辑，涵盖全球巨头、奢侈品牌、挑战者型初创公司，以及进入新市场的国际企业。我们会一起分析那些带来巨大成功的品牌策略，也会复盘那些成为“反面教材”的经典失败案例。我们会重点讨论文化如何影响消费者行为、为什么在一个国家有效的传播方式在另一个国家可能完全失效，以及企业在走向海外市场时必须理解的关键逻辑。无论你对市场营销、商业、创业、心理学，还是“品牌如何影响我们的消费选择”感兴趣，这一场都会提供一个很难得的幕后视角。
在本次工作坊中，你将会学习到：
• 真实的国际品牌成功与失败案例，以及可以提炼出的经验
• 文化如何影响消费者行为与购买决策
• 为什么有些营销活动能全球通吃，有些却会“翻车”
• 品牌在扩张过程中如何平衡本土化与一致性
• 企业进入海外市场时的不同策略选择
• 能跨文化打动消费者的品牌心理机制
• 全球统一与本地适配之间的取舍方式
• 可直接用于品牌、商业项目甚至个人项目的实用方法
