Globalization has been great for business. Today, the world is your marketplace and everybody is a potential customer but with globalization, comes the challenge of cross cultural awareness. Segments of your target audience are as different as night and day; which is why when you cater to them, you have to pay particular attention to regional and cultural sensitivities. Many major brands learnt this the hard way.
For example, when Pepsodent set about trying to convince people to ‘whiten their teeth’ in Southeast Asia, they clearly did not know that the natives chew betel nuts, to obtain the blackened teeth they find attractive. An eyewear company advertised cute animals wearing glasses in Thailand, without realizing that no self-respecting Thai would wear anything worn by animals. Korean Airlines thought that they are connecting with the locals when they came to Kenya, addressing it as “the land of primitive energy”. Unfortunately, they saw it as a revival of age-old stereotypes. Communication often becomes miscommunication and brands commit cultural suicide in the form of translation. Pepsi expected to create quite the uproar when they entered China with the slogan “Pepsi brings you back to life”, and they definitely did that. After translation, the slogan the Chinese read was: “Pepsi brings your ancestors back from the grave”. A little overboard with the exaggeration, Pepsi? Kellogg’s should have seen sales coming down when ‘Bran Buds’ translated to ‘Burned Farmer’ in Swedish, as should have Clairol’s ‘Mist Stick’ curling iron, in Germany, since ‘mist’ is slang for ‘manure’ in German. Understandably, cultural insensitivity can be catastrophic. When expanding your market, get a local on board and learn who and what you are working with, before taking the leap. In a multicultural society, like the one fostered in UAE, advertisements have to be extra sensitive to ensure that nobody is offended. Avoid cross cultural marketing faux pas and don’t translate to disaster. For which our headline needs to be reiterated: your brand must undergo a Rite of Passage, to Write well, to get Culture Right.
For more information please visit: Advertising Agencies in dubai
Wednesday, May 14, 2014
Digital Canvas Design Consultants Dubai
In everything we do, we place ACCENT ON DESIGN. Years of expertise and working with diversified sectors have helped us to evolve with changing times and stay one step ahead of the competition. Welcome to the digital hub of forward thinking and strategic solutions!
To us, success is 70% inspiration, 30% perspiration and 10% aspiration. Yes, we know that comes up to 110% but that’s what we strive for. We believe that work is best done when you love what you are doing. We look at each project as an adventure and not an obligation. Over music and a cup of coffee, there is no challenge too hard or problem too difficult to work out. We draw inspiration from the best, add our special mix of uniqueness to it, work out the crinkles and present to you a canvas that is devoid of imitations and limitations.
All our relationships with our clients are two way streets and they change us just like we change them. We are result driven and treat the business of each client like we would treat our own. Today, we are a culmination of everyone we have represented, every idea we have promoted and every story that succeeded and that did not. We are not sector agnostic and have indulged immensely with almost every industry in the making and tried a hand in everything to acquire the expertise that we treasure today.
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