a corporate or product brand to compete in your home market can be a
challenge. But that challenge escalates when you take your brand
abroad. Earning a Brand Passport means that The Duffy Agency has
conducted a methodical investigation in each market and worked with
your brand to ensure that its position, key messages, and launch
strategy will be equally relevant and engaging to your target groups in
The Duffy Agency’s 4-step Brand Passport process addresses and documents the fundamental issues that underlie the brand’s ability to compete effectively in multiple countries:
What similarities and differences exist between customers and competitors in the different markets and where does your brand stand?
What position and key selling messages should be used to compete more effectively across all markets?
Given what we know about the local markets, what strategy should we employ to maintain one global, unified brand identity but still address regional differences?
How we will we operationalize our strategy given our budget, human resources and timing requirements?