HOW TO: Resonate with BRIC countries
The BRICs should be looked at as four separate markets says Evan Ivey, planning director at Gravity Global. Here he details what plans should be in place
The BRICs are four separate countries, not one market. They are different from the Western markets, but they are also very different from one another and no single market plan will do.
Media and channels to market may look familiar but don’t necessarily work the same, so don’t cut and paste your plan to fit. Create unique plans that take advantage of the opportunities available locally.