BEST PRACTICE: The rough guide to cross-border branding
With branding as with all elements of the creative industry there are no rules, no scientific principles you can adhere to that will ensure the brand you build is a sure-fire success. We should be clear that branding isn't a science don't be fooled by any bearded professors from Munich who say it is.
So that's why this isn't called 'steps to' or 'the rules of' a successful cross-border brand: instead it's called a rough guide. But don't be scared, you're not about to visit a completely lawless land there are basic guides that you can follow that'll mean you'll not only enjoy the trip but end up with the best chance of success at the end of it.