…And Tactics

Multinational companies have to decide what their "persona" is going to be if they want to succeed in international markets, says Naseem Javed, CEO of ABC Namebank
International, which specializes in corporate name identity. Their persona can be national (neutral toward international markets); patriotic (an aggressive stance, which in most
cases will only alienate foreign markets) or universal, which Javed recommends to his clients. "Universal is a soft message," he says, "where the company says, 'We will sing your
song to do whatever it takes to get accepted in this market.'"