THE language of marketing usually promises wonderful things: whiter whites, sex appeal, adventure, excitement, a whole new you, just do it, I’m lovin’ it, have it your way, think different… Whether or not a shoe or a tablet computer can really transform our lives, the slogans briefly make us think they can.
But other marketers and advertisers have to be cleverer still—for they sell products inherently connected with unpleasant topics. A colleague and former defence correspondent for The Economist describes a tour of a French arms factory. His guide, showing off a certain item, touted it as “highly efficient in the anti-personnel function”. In other words, very good at killing people.
Your Brand's Name Might Be a Liability Once You Cross the Border
What's the biggest change in marketing in the past 50 years?
You could make the case for the Internet. Or Big Data. Or mobile marketing. Or PR. Or celebrities. Or a number of other revolutionary developments.
But in our work as marketing consultants, we find the biggest change is the shift from national marketing to global marketing. Our clients are mostly focused on building global brands.
When brands cross borders
Problems can occur. Take the name of the brand. As long as a brand is a registered trademark in the countries you wish to do business in, you might assume everything is taken care of.
By Heidi Lorenzen
It goes without saying that no marketing team wants to offend potential customers. Companies invest significant time and resources to ensure spot-on personalized sales and marketing content for target audiences.
Marketing to global audiences without localizing content, though, is dangerous to your efforts and perhaps even to your brand’s reputation; not only are you missing an opportunity to engage with personalized content, there’s a chance you’re actually offending your target audience without even realizing it.
Localization of content is critical for engaging audiences outside company headquarters because it represents marketing personalization in its purest form. Effective localization is, in fact, one of the easiest paths for increasing revenue.
25 September, 2014
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