.com vs .us: which domain should you choose for a US website?
For a US website, choose a .com when your brand needs to stay international, portable or free to evolve. Consider a .us when you have…
Author: Olivier GRUERE
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BMW’s US brand positioning: what European brands can learn
A European brand can arrive in the United States with a strong product, years of history and a perfectly translated website, then discover that none…
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E-2 visa requirements for European entrepreneurs building a US business
The E-2 visa can let a national of a treaty country invest in, run, and develop a real US business. It is not a startup…
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CIPA website tracking risk: what European companies should review
Your US-facing website may load analytics, advertising pixels, session replay, heatmaps, search tools, or chat before a visitor has made any privacy choice. In California,…
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CCPA compliance for European companies entering the US market
GDPR compliance gives a European company useful habits. It does not make the company CCPA-compliant by default. California’s privacy law uses different definitions, thresholds, consumer…
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Why YouTube Has Become Essential for European Businesses in the US (and Why Your Brand Can’t Afford to Ignore It)
YouTube is no longer “a video platform.” It’s a search engine. It’s a cultural engine. It’s where Americans learn, think, buy, and connect. And for…
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What the Starbucks Bearista Cup Teaches Every Brand about Scarcity Marketing
On November 6, 2025, Starbucks dropped a limited-edition Bearista Cold Cup for $30. A cute glass bear wearing a beanie. That’s it. Nothing high-tech. Nothing…
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Organic YouTube Strategy: How we made a B2B Brand Go Viral on YouTube
In January 2025, we launched a YouTube-first content strategy for our client BlackLine from scratch. Within months, one long-form video organically surpassed 500,000 views and…
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The Jaguar Rebrand: 5 Branding Lessons Every CEO Should Steal
In November 2024, Jaguar did something almost no legacy brand has ever done. It killed its own visual identity, paused vehicle production, ditched its loyal…
