France: French brands abroad.

Should French brands trade on sex, style and joie de vivre? That depends, Olivier Altmann says.

How should a French brand handle its communications abroad? By openly expressing, even proudly asserting, its Frenchness? Or by stressing that it represents a global company rather than a country-specific one? Should it stick to its core positioning, or cast itself in a different light to break into new markets?

Of course, there is no single right answer. It depends on so many things. On the one hand, we may be talking about a luxury perfume, on the other, the launch of a mass-market car.

But before going any further, it's worth taking a look at the various cliches associated with France.

First and foremost, France (which is the world's number-one tourist destination, by the way) is seen as a country with an enjoyable, laid-back lifestyle, one adorned …