Frankfurter Allgemeine Zeitung: ‘American brands are emphasising their close ties to Germany’

Nest CGO Luke Jonas was recently quoted in an article in the German newspaper Frankfurter Allgemeine Zeitung on scaling American brands in Germany.

“Localization has always been crucial, confirms Luke Jonas, co-founder of the British marketing agency Nest Commerce,” the publication reported.

“Today, however, this is no longer just a growth strategy but a “form of brand protection.” American brands coming to Europe today often hide their origin. On one hand, the local market is becoming more important for brands due to Donald Trump’s stance on China. On the other hand, the image of American brands is facing headwinds in several European markets “as a direct result of US foreign and trade policy,” says Jonas. European consumers are making more conscious decisions about the origin of the brands they support.”

Read the FAZ piece here and get the full guide on scaling American brands in Europe here.