American brands, Taiwanese roots II

Here's another well-known brand that has its origins in Taiwan, Garmin.



What contributed to success here?

1. A unique, almost German-sounding name (to me anyway). Or, does it sound American? Either way, it's what it doesn't sound like that's more important: "Kai Lee Sok" GPS Device might not work so well.

2. Downplaying the Taiwan connection. The market (that's me and you) will default to the path of least resistance: it's American, German or one of those other European countries. Read the About page and take note of what is NOT mentioned. As in all things related to brands, it is we who fill the gaps -- we are heavily invested in the brand's birth, we sustain it and we can also abandon it.

3. Listing your shares on the NASDAQ, suggesting authenticity: "We're part of the tech world."

4. Setting up your HQ in America.

5. Once again, a strong, trusted channel partner in Costco. Got a problem with a device, Costco will give you a full refund -- no questions asked, really.

You can see that, together, these things add up to a strong foundation for a global brand. And all of the above points are considered before going near an expensive consultant or advertising agency.