“The brands that succeed are those that understand how to give a consistent picture of their story on different channels. They’re native speakers” (Guerric).
So, let’s appropriately apply the local slang, incorporate local traditions, get the endorsement from a local band, not try to sell meat to Indian vegetarians, not try to advertise something to Hasidic Jews via television…
Capitalize in Context
“Culture contains many things – empathy, purpose, ‘cool’ – that are hard to quantify, won’t fit into strategic plans, or don’t easily scale. But culture is where you find context and opportunities for engagement and business growth.”
Exercise the Same Values, Symbols, Rituals, and Thought Processes
“Values of a society dictate what is acceptable and unacceptable behavior.
A marketer would need to conform advertising in such a country into language symbols acceptable to the population of that particular country. Other forms of culture symbols include folklore, drama, dance and music.
Rituals play an important role in how life events, such as births, marriages, graduations and funerals, are conducted in different cultures. Life is also full of smaller rituals such as watching a television show at a certain time or having dinner every Tuesday at your favorite restaurant.
People who are part of one culture may take in the whole picture in an advertisement and be able to report specific details of what they have seen, even in the background; those of another culture may only see and identify with the central figure and ignore background items altogether. This would affect the way a marketer presents his message based on cultural thought processes.”
Keep Above The Trend by Being Attentive to Culture Shifts
“Every society has a way of life: a complex matrix of manners, styles of dress, norms for social behavior, rituals, religions, values and language. This matrix influences how messages are received by individuals in a way that is hard to quantify and fit into a strategic marketing plan.
However, a marketing strategy that does not pay attention to cultural shifts will be incomplete and susceptible to large cultural changes in consumer behavior.”
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