There’s a lot to be said for engineering a truly global brand. The word “global,” itself, is a buzzword many use to attempt to quantify a brand’s international presence – but what does it really mean, and why is it so critical to take your brand global during a global pandemic and beyond? To answer that question, host Daniel Litwin invited Lorre Crisswell, Vice President and Group Account Director for Impact XM, to this episode of Impact XM TV. The benefits of “going global,” Crisswell said, are numerous. “First and foremost, there is new revenue potential and the ability to allow for economies of scale and production and packaging, which can lower your overall marketing cost while leveraging power and scope,” she said. Resources can also be shifted to focus on markets that exhibit the biggest potential at any given time, leading to more agility and growth. Experiential marketing will also play a large role in empowering brands to go global, especially in a digital-first era where you can reach audiences around the world from you nearly as easily as those down the street. However, there are still challenges and pitfalls to avoid, such as culture barriers and legal ramifications. “It’s important to fully understand the market before jumping in headfirst,” Crisswell said. “Something as simple as sending the wrong email can potentially offend a prospective customer in one country while coming across positively to an individual in another.”