Entering the U.S. market isn’t just about expansion—it’s about transformation. For Spanish companies with ambitions to grow stateside, success requires more than a great product or reputation. It takes influence, cultural fluency and a brand strategy rooted in creativity, data and adaptability.

At LLYC, our own entry into the U.S. market began with acquisition. That brought all the expected challenges—alignment, adaptation, acceleration—and taught us lessons we continue to build on. But not every company follows the same path. Some enter organically, others through partnerships and many are still charting their course. No matter the route, the U.S. is a market that rewards brands willing to listen, evolve and lead with authenticity.

Below are five principles we’ve distilled from our own journey and from working alongside companies at every stage of U.S. market growth.

1. From Reputation Management to Influence Building

In Spain, reputation is treated like a prized asset. It’s carefully cultivated and tightly managed. But in the U.S., influence is the name of the game. And unlike reputation, influence isn’t static. It’s earned every day in the trenches through action, consistency and community.

We’ve learned that to build real traction in this market, brands must move from managing narratives to participating in culture. It’s about relevance over polish, consistency over control. The brands that win are the ones people trust, quote, remix and follow—not just recognize.

2. The Competitive Advantage of Cultural Intelligence

The U.S. isn’t one market. It’s a mosaic of subcultures, generations and lifestyles—each with its own values, humor and references. A campaign that lands in Miami might feel tone-deaf in Minneapolis. What resonates with Gen Z could confuse Gen X.

This complexity can feel overwhelming, but it’s also your greatest asset if approached with the right mindset. We call it transcreation. It’s not just about translating your message, but reshaping it to resonate emotionally with local audiences. Cultural intelligence isn’t a soft skill, it’s a business strategy.

3. Authenticity & Brand Activism: Earning the Next Generation

Gen Z and Gen Alpha are active participants while they rewrite the rules of engagement. Over 70% reject inauthentic advertising. They expect brands to stand for something, and prove it.

They don’t want ads—they want voices. Successful brands have built trust not through slick campaigns, but through values-based action. These brands show up for their values, not just when it’s convenient, but especially when it’s uncomfortable.

To earn loyalty today, your brand must act human, live your values and stay consistent.

4. Storytelling That Converts

Data drives decisions. Emotion drives action. The most successful storytelling in the U.S. combines cultural insight with data-backed creativity. It’s not just about what you want to say; it’s about what your audience already believes—and how your brand fits into that narrative.

What do compelling brand campaigns have in common? They lead with heart, back it with data and drive measurable behavior change. In a market where performance is king, storytelling remains the crown, but only when it’s rooted in truth and relevance.

5. Generative AI & the New Rules of Search

Perhaps the most disruptive shift in brand-building today is the rise of generative AI. More than 35% of search queries are now being answered by AI tools like ChatGPT and Gemini. And instead of searching keywords, users are asking questions.

This marks a seismic shift from traditional SEO to something new. Winning visibility in this landscape means becoming a source that AI trusts. That means creating question-based content, sharing original insights and being credible across platforms.

At LLYC, we even ran a test, asking AI to generate images of top brands. The result? The AI’s output didn’t always match the way brands saw themselves. It showed us how AI perceives your brand based on your digital footprint, and whether your messaging is aligned with market perception.

The lesson? AI will amplify whatever signals your brand puts into the world. Make sure they’re the right ones.

Influence and Negligence: A Real-World Warning

With growing influence comes greater responsibility. One cautionary tale reminds us how quickly a brand can fall out of favor when it loses touch with its core audience. Earlier this year, Coca-Cola faced a social media boycott from the U.S. Latino community, triggered by unverified rumors. The spark wasn’t the issue. It was the silence.

This incident reminds us: perception is reality. In today’s market, trust is fragile. Brands must be culturally present, not just visible. Influence without responsibility isn’t just ineffective, it becomes negligence.

Final Thoughts

To recap:

• Influence beats reputation. Be part of the conversation.
• Cultural intelligence drives conversion. Build locally, scale intentionally.
• Authenticity attracts the next generation. Take stands. Be human.
• Storytelling converts best when it’s both smart and human. Lead with emotion, back it with data.
• AI is powerful—but only when guided by real creativity and strategic positioning. Use it to amplify, not replace.

And remember, you don’t have to activate nationwide from day one. Start small. Focus on one audience, one region, one cultural insight. Use it as a proving ground, then scale what works.

Whether you’re exploring U.S. entry or optimizing your presence, we’re here to help. Let’s build smart, build local and build influence—together.