America: Open For Business | Episode 9 | Cameron Heffernan & Chad Franzen [Video]

Discover the seismic shifts in global trade dynamics as we, Cameron Heffernan, along with Chad Franzen from Rise25, dissect the fascinating transition of Mexico surpassing China as the premier exporter to the United States. The landscape of B2B marketing is in flux, and we’re here to navigate the tumultuous waters. We’ll analyze how intellectual property concerns, tariffs, and supply chain snags are compelling companies to pivot sharply in their approach to marketing. From fine-tuning value propositions to embracing the latest in automation, our conversation is packed with real-world insights to help businesses adapt to this new era of global commerce. Plus, I’ll share my firsthand experiences helping companies abroad plant their flags in the fertile ground of the U.S. market, providing a playbook for success in a world where production and trade are in constant motion.

As our dialogue turns to the art of brand positioning for international market expansion, we’ll spotlight the sheer transformative potential of strategic positioning, exemplified by the ‘cake pop’ phenomenon. Drawing from the experiences of companies like e+e electronic, I emphasize the weighty task of tailoring a brand’s message for the American audience—a journey that begins with a detailed brand positioning workshop. Delving further, we’ll tackle the creation of ironclad marketing strategies and the nuances of crisis management. Here, authenticity and media relationships are king, as we reflect on Boeing’s current branding hurdles, suggesting how the power of storytelling and a focus on quality might just mend their tarnished public image. Join us for this enlightening exploration, where we arm you with the acumen to command the global market stage.

0:00 Global Business and B2B Marketing
14:53 Brand Positioning for International Expansion
18:22 Marketing Strategy and Crisis Management