Brands are the ‘Lingua Franca’ that shapes culture
As the business landscape shifts and evolves, so too must our approach to global branding. The traditional approach of standardising products and marketing strategies for a global audience has proven to be inadequate in connecting with consumers on a local level. However, this doesn't mean that global branding should be abandoned altogether.
Instead, companies must learn to manage the global characteristics of their brands to appeal to consumers in foreign markets. We know that consumers base their brand preferences on three key dimensions: Quality, Cultural Myths, and a Brand's efforts to address social issues.
To thrive in the global market, businesses must realise that merely going unnoticed is not a viable strategy. They need to have a robust and effective plan to stay competitive and capture their market share. Their power and pervasiveness demand a different approach. By doing so, brands will not only win more business, but they'll win more hearts, more loyalty and more passion from their consumers.
To create cultural value among local audiences within a global brand structure, it's important to understand and respect cultural nuances in each market. With this understanding, brands can determine the best path forward that aligns with the global structure and ultimately gain audience trust.
One approach is to conduct research and gather insights into the values, beliefs, and behaviours of the local audience to inform the development of marketing and communication strategies. Additionally, involving local teams in the decision-making process and empowering them to tailor messaging and campaigns to their specific market can ensure that the brand is resonating with the local audience. Leveraging local creators/influencers and partnering with local organisations and events can also help to build trust and credibility with the audience.
The key takeaway is that global brands must shift their focus from competing with one another and instead, focus on understanding, embracing, and connecting with their local markets. By understanding and catering to local tastes and preferences, global brands can form a deeper connection with consumers and ultimately drive growth in foreign markets, which allows them to operate with permission on a local level.
Next, brands need to consider is that global brands must be active participants in the cultural conversation, rather than simply observing from the sidelines. By addressing social issues and positioning themselves as thought leaders, brands can build trust and credibility with consumers. Overall, global brands need to approach each market with cultural sensitivity and a willingness to adapt to effectively connect with local audiences.
As the business landscape becomes increasingly globalised, it's more important than ever for brands to understand the cultural nuances of the markets they operate in and actively take part in the cultural conversation. By doing so, they can build deeper connections with consumers which ultimately drives growth. As I have stated in many previous presentations and opinion pieces; the best way to make a positive impact, is through distinct communication, to stand out in a meaningful and salient way that truly resonates with the audience.
If you would like to have a more in-depth run-through of our principles or better yet, have a workshop to identify how to bridge the gap between brand values and cultural values, just reach out and we can have a conversation. My mantra is “to transform brands that matter, by creating stories that sell” which is proven and executed on a continuous base through Ideas that create cultural value and move people, businesses, and the world forward.
* ‘lingua franca’ also known as a bridge language, common language, trade language
