Arnon Dror | International Brand Manager Tips and Tricks
Arnon Dror, an international brand manager who has experience in different industries, shares his knowledge of brand management. With a long career spanning almost 20 years, his expertise in the field has brought him to different places, and with each new challenge, he has adapted and succeeded. For Arnon Dror international brand and marketing management assignment is a chance to both learn and teach, since everything he does is seen as the face of the company he represents. Below, Arnon shares a few things that he has learned during his marketing management career.
- Market Yourself First. For Arnon Dror international, assignment is first and foremost an exercise in self-promotion. A new market will most probably not be aware of a new person’s achievements in his home country, and it is possible that those achievements will not carry any weight in his new assignment. Obviously, a brand manager’s first order of business is to establish his own network of contacts in his new environment to gain credibility, and this requires having both the patience and enthusiasm to talk to people, dress appropriately for any occasion, and stand out at trade events and conferences.
- Be Familiar with Your Client. Many marketing managers make the mistake of assuming that their methods will work with any kind of client. Unfortunately, for Arnon Dror official, international clients are among the most unforgiving clients one can have. It pays to be acquainted with the ins and outs of the company one is representing. One can’t just stop at knowing the products he is supposed to market; he is supposed to know the company’s mission and vision and where those products and services stand in the greater scheme of things. It’s also good to know which marketing campaigns resonated in the past, and which ones flopped spectacularly.
- Know Your Market. Once you’ve gained an understanding of your client, it’s time to turn your attention to the market. Arnon Dror believes international markets take the most time to learn, especially since what applies to one’s former customer base may not apply to another customer base with its own culture and idiosyncracies. Visiting the local marketing group and sitting in focus group discussions both help, but one of the best ways of getting to know the market is by interacting with customers. Whether you work at the storefront or handle customer service calls, actual customer interaction is a method that has no substitute as a way of gaining market familiarity.
- Keep Tabs on the Competition. Being hired from outside the country is a tell-tale sign that your new client is looking for fresh ideas to trump the competition. In other words, the old methods that used to work are no longer as effective as they used to be. Arnon Dror sees an international assignment as a challenge to see the competition through new, clearer eyes, and the easiest way to gain knowledge of the competition is through their marketing campaigns. A brand manager should be open to understanding what makes the competition’s campaigns work, including the way they position themselves in the market and how they present themselves in public.