The flow of brands across the Atlantic has long been strongest from west to east. So much so that James Dyson, inventor of the Dyson vacuum cleaner, compared his company's recent announcement of outstanding US sales to the achievements made by The Beatles.
Dyson may have knocked Hoover off the top spot, but conquering the US is one of the toughest goals for any British product. Though British consumers seem willing to try most things that arrive from the States, Americans don't seem to be so open minded.
There are some notable exceptions of course; Smirnoff, BP and Reuters are recognised throughout America. Yet none of these is ostensibly British. I remember some American friends being surprised when I told them that BP stands for British Petroleum. Those that make their British roots more obvious are few. Reebok is perhaps the most famous, with its Union Jack box lid, though its ownership is actually American. Others such as Liptons tea and Clarks shoes are less overt, but make a British connection to communicate their quality.
Similarities of language and culture can lead companies into a false sense of security as they try to take their products across the pond. Understanding what does and what doesn't make a British brand relevant to US consumers, and vice-versa, is essential to engendering appeal. Dyson has got the balance right, combining straightforward advertising, clever product placement and shrewd PR. James Dyson's personal explanation of his product's design superiority in TV commercials communicates a sense of no-nonsense British ingenuity and trustworthiness. Appearances in shows like Ellen and Friends make the vacuum cleaners seem a desirable part of American life. Public relations tactics, such as letting consumers know that Bill Clinton owns one, provide the tacit endorsement of US society.
Getting this stuff right requires an investment in experience and imagination. Breaking down and analysing brand messages is ALG's speciality, whether for major names like British Telecommunications, www.bt.com, or smaller ones like innovative PC manufacturer Pelham Sloane, www.pelhamsloane.com. We have helped each find US success by understanding the aspects of their brand that will turn US markets on and leaving out those that won't.
