How to Customize Your U.S. Branding Effort to Work Around the World

SAN FRANCISCO U.S. brands face myriad hurdles when entering new global markets, not least of which is customizing their marketing to be in sync with local mores. This challenge gets even greater when the marketer’s campaign is a sexy one.

The city of Las Vegas, whose overarching “What happens here, stays here” campaign has a message of risqué adult abandon, is facing this challenge head-on as it extends the effort into Mexico, Great Britain and Canada (which all have direct flights to Las Vegas’ McCarran Airport).

“We have to carefully adjust the volume of edginess up or down” depending on...

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