Brand
Retain your brand identity and values across a global audience.
Most smart companies with a successful product will speculate about taking it international. But before you secure a storefront in Istanbul, a billboard in Moscow, or infuse product gossip into a Chinese University gossip column, take another look at your brand strategy and see if it works outside the market it was created for. Your brand name and marketing slogans might not translate so well in a global marketplace.
Brand and marketing failures around the world are plentiful. A 2012 Mental Floss magazine article highlighted some examples:
In Ghana, Pee Cola is an extremely popular soda, but wouldn’t likely sell in English-speaking countries.
The best-selling laundry detergent in Iran is “Barf,” which means “snow” in Farsi.
Poland’s popular candy, the Fart Bar, translates into “Lucky” Bar.
In Spanish, the Perdue Chicken slogan “It takes a tough man to make a tender chicken,” translates into something like, “It takes a hard man to make a chicken affectionate.”
When thinking about your messaging and making catchy slogans, smart marketing concepts and language often don't translate in a traditional sense. Much more than a word-swap needs to be done to ensure the same effect. When it's done poorly, it’s costly and can cause irreparable damage to your reputation.
When thinking about your messaging and making catchy slogans, smart marketing concepts and language often don't translate in a traditional sense. Much more than a word-swap needs to be done to ensure the same effect. When it's done poorly, it’s costly, and can cause irreparable damage to your reputation.
Onda will help you with the following:
-
Understanding the Culture of the countries in which you will be doing business. Work with Onda to understand their customs, communication styles, taboos, and values.
-
Research how your Brand is perceived. Your products, services and any marketing and ad campaigns in the native language(s) of the market or locale need to be vetted thoroughly.
-
Approach your marketing and branding from their cultural perspective. The way you market in the United States is not necessarily the way you will market to another culture. For example, individualism and achievement is important to most Americans, but is going to be less important to other cultures.
Brand
Retain your brand identity and values across a global audience.
Most smart companies with a successful product will speculate about taking it international. But before you secure a storefront in Istanbul, a billboard in Moscow, or infuse product gossip into a Chinese University gossip column, take another look at your brand strategy and see if it works outside the market it was created for. Your brand name and marketing slogans might not translate so well in a global marketplace.
Brand and marketing failures around the world are plentiful. A 2012 Mental Floss magazine article highlighted some examples:
In Ghana, Pee Cola is an extremely popular soda, but wouldn’t likely sell in English-speaking countries.
The best-selling laundry detergent in Iran is “Barf,” which means “snow” in Farsi.
Poland’s popular candy, the Fart Bar, translates into “Lucky” Bar.
In Spanish, the Perdue Chicken slogan “It takes a tough man to make a tender chicken,” translates into something like, “It takes a hard man to make a chicken affectionate.”
When thinking about your messaging and making catchy slogans, smart marketing concepts and language often don't translate in a traditional sense. Much more than a word-swap needs to be done to ensure the same effect. When it's done poorly, it’s costly and can cause irreparable damage to your reputation.
When thinking about your messaging and making catchy slogans, smart marketing concepts and language often don't translate in a traditional sense. Much more than a word-swap needs to be done to ensure the same effect. When it's done poorly, it’s costly, and can cause irreparable damage to your reputation.
Onda will help you with the following:
-
Understanding the Culture of the countries in which you will be doing business. Work with Onda to understand their customs, communication styles, taboos, and values.
-
Research how your Brand is perceived. Your products, services and any marketing and ad campaigns in the native language(s) of the market or locale need to be vetted thoroughly.
-
Approach your marketing and branding from their cultural perspective. The way you market in the United States is not necessarily the way you will market to another culture. For example, individualism and achievement is important to most Americans, but is going to be less important to other cultures.