No time for modesty

In today's international business arena, modesty just doesn't do the job.

Denmark is a highly educated nation that churns out innovations in engineering, energy, pharmaceuticals, biotech, IT and more. Business entrepreneurs such as A.P. Møller and J.C. Jacobsen of Carlsberg Breweries have helped put this nation on the map. Yet to many foreigners, Denmark is still the capital of Sweden.

With so many great achievements under its belt, what could be holding Denmark back from its deserved international notoriety? Could it be – modesty?

Yes, there is a certain quiet charm to modesty, but to non-Scandinavians, this modesty could be read as weakness and insecurity. This is exactly the danger that Danish companies face when marketing internationally.

The international marketplace needs an international approach
A style, tone, slogan, or design that sweeps the nation off of its feet will not necessarily have the same affect on the rest of the world.

Carlsberg's famously modest slogan – "Probably the best beer in the world" – is a perfect example. Although it represents a hugely successful brand, this slogan has probably lead to many discussions between perplexed non-Danes in the pub … Why "probably"?

Danes understand that, beneath the apparent modesty, there is a powerful statement. But to foreigners who are conditioned to more definite and dramatic marketing, the power could be lost.

Be honest – and ready to compete
But does that mean that companies should be boasting? Not necessarily. What it does mean is that it is important to look powerful and professional – like a leader.  Leaders know their international audience and can show that they are internationally aware.

When planning your company's international marketing messages, leave modesty at home. Focus on your strengths, not your weaknesses. If you're good at something, say it like you mean it. In a world overloaded with words and messages, it's easier for people to understand something that is clear and definite.

Be prepared before going global
Have you tested your company's messaging on an international audience? How does it compare to the global competition?
Competing globally doesn't mean changing your company values. It means adapting your key messages to fit the market and promoting your capabilities – loud and clear. It's "probably" the best way to compete in today's international marketplace.