Interview 2- brandv4.mp4

Interview 2- brandv4.vtt

English

{{00:00:00}}
You know, you may be wondering,
is it possible to create a

{{00:00:03}}
global standardized approach for
every market around the world?

{{00:00:07}}
And I'm sorry to say no.

{{00:00:20}}
One of the things to know,
about your brand is how well.

{{00:00:24}}
Is it known in other
parts of the world?

{{00:00:27}}
The, the less known it is,
the more you're gonna need to

{{00:00:30}}
communicate to build, custom and
communicate what it is that you

{{00:00:34}}
do and what your offering is.

{{00:00:35}}
So one of our clients,  was
Pandora the silver jewelry brand.

{{00:00:41}}
And Pandora has ranges specifically
for different parts of the world.

{{00:00:46}}
Different sizes of the rings, of
the bracelets, of the necklaces,

{{00:00:51}}
different charms for,  their,
bracelets,  that are locally relevant.

{{00:00:58}}
So what's really important
with Pandora, for example, is

{{00:01:01}}
firstly you get a store format
that will work everywhere.

{{00:01:05}}
and the color scheme of Pandora
is sort of a beige pink and white.

{{00:01:09}}
And the, that color combination
will work around the globe.

{{00:01:13}}
So that's one good thing that they
obviously did their homework and

{{00:01:16}}
they didn't choose those colors
by accident, but they are very

{{00:01:20}}
intentional about the ranges.

{{00:01:23}}
And so what's really important
is making sure that as they

{{00:01:26}}
communicate what they do in new
markets, that they are very clear

{{00:01:31}}
that not only do we have a range
that you'll find in airports really

{{00:01:35}}
everywhere, but there is a range just

{{00:01:38}}
for your country.

{{00:01:40}}
So, you know, there's a Statue
of Liberty for the United States.

{{00:01:43}}
There's Big Ben for
the UK and and so on.

{{00:01:47}}
So that's quite important
as a consideration.

{{00:01:56}}
I would really be caution,  against
using the humor,  that may work

{{00:02:02}}
really well in your home country
on, especially on social media

{{00:02:06}}
like Twitter or Tik TikTok or
Facebook,  and other Instagram on

{{00:02:11}}
other platforms, only because humor
is a very culturally specific thing.

{{00:02:16}}
And humor doesn't always translate.

{{00:02:18}}
So British irony is a great example.

{{00:02:21}}
It works well in the UK because
British English,  is understood,

{{00:02:27}}
amongst British people.

{{00:02:30}}
And if you are,  an American
English speaker, for example,

{{00:02:34}}
you will not understand irony.

{{00:02:35}}
You can't because American English does
not support multi-levels of meaning.

{{00:02:40}}
So if you're a brand that wants to
be funny and use irony,  and you're

{{00:02:45}}
a British brand, then limit that to
your British,  online,  accounts.

{{00:02:52}}
But that will not necessarily
play globally because it

{{00:02:55}}
just won't be understood.

{{00:02:56}}
Other versions of English,
interestingly enough.

{{00:02:59}}
Just won't support it.

{{00:03:07}}
If you think about luxury brands,
for example, I mean, one of the

{{00:03:10}}
things that they are very aware of
in different parts of the world,

{{00:03:14}}
especially where there's economic
instability,  you need to perhaps,

{{00:03:19}}
offer the customer a discretion.

{{00:03:22}}
You know, you don't want necessarily
the air mass, bright orange

{{00:03:26}}
bag,  or the Chanel logo on the
outside,  of your, your purchases.

{{00:03:32}}
If you are in places where that is not
seen as okay at this particular time,

{{00:03:38}}
so putting it in a brown paper bag,
for example,  still with handles,  but

{{00:03:45}}
the logo isn't there, the branding
isn't there is one of the many ways

{{00:03:49}}
that, for example, luxury goods adapt
to the different parts of the world,

{{00:03:54}}
to make sure that their consumer,  is
feeling confident about the purchase.

{{00:04:04}}
You know, one of the considerations for
any marketer or corporate leader,  is

{{00:04:09}}
making sure that your communications
are culturally appropriate.

{{00:04:14}}
And,  not so long ago, IKEA
had to learn the hard way.

{{00:04:19}}
You may know that IKEA publishes
a color paper catalog alongside

{{00:04:24}}
what's on their website.

{{00:04:25}}
So whether you go in the store or
you get it through the mail,  and you

{{00:04:29}}
can look through and see different
scenes and kitchen items and.

{{00:04:33}}
Cabinets and all the things like
sells but for the Middle East market,

{{00:04:38}}
one of the problems with the catalog
that they basically replicated

{{00:04:42}}
the European format for the Middle
Eastern region,  was the fact that

{{00:04:47}}
the women in the,  various scenes in
the catalog did not have head scarves.

{{00:04:52}}
And IKEA had fantastic pushback from
consumers, from the governments.

{{00:04:59}}
In the region, Gulf Coast countries who
said, this is really not acceptable.

{{00:05:04}}
So Ikea reshot many of those
scenes,  of, for example, women

{{00:05:10}}
in different situations,  in the
kitchen, in different parts of the

{{00:05:15}}
home,  with Ikea products obviously,
but this time they were dressed with

{{00:05:21}}
head scarves,  or abayas as well.

{{00:05:24}}
So,  this is one of the learnings
that, you know, what works in one place

{{00:05:28}}
won't always work everywhere else,

{{00:05:38}}
you know, you may be wondering,
is it possible to create a

{{00:05:41}}
global standardized approach?

{{00:05:44}}
For every market around the world,
and I'm sorry to say no,  you have

{{00:05:49}}
to account for taste preferences,
whether you're online or offline.

{{00:05:53}}
You know, there are different
expectations around responsiveness,

{{00:05:57}}
different expectations around
product sizes and colors, different

{{00:06:01}}
expectations,  in the retail bricks
and mortar around customer service

{{00:06:06}}
and what's appropriate in the store.

{{00:06:09}}
So if you take your template that
works well in your home country and try

{{00:06:14}}
to deliver that template everywhere.

{{00:06:16}}
Most, in most places, it will not work,
without some degree of localization.

{{00:06:23}}
So what you can do though, is
take the core elements that do

{{00:06:27}}
work in most parts of the world.

{{00:06:29}}
Usually that's around 70 to
80% of your value proposition

{{00:06:33}}
that works well in your home

{{00:06:35}}
marketplace.

{{00:06:37}}
And then the other 20 to 30% around
that core should be localized.

{{00:06:42}}
You don't have to localize everything
because that's impossibly expensive,

{{00:06:46}}
but you do need to have some degree
of,  you know, adaptation,   to account

{{00:06:53}}
for different parts of the world.

{{00:06:54}}
And all I can say is, It's great that
we are different around the world.

{{00:06:59}}
If we were all the same,  if
everybody was the same with the same

{{00:07:03}}
tastes and same expectations,  it
would be a very dull place to live.

You know, you may be wondering,
is it possible to create a

global standardized approach for
every market around the world?

One of the things to know,
about your brand is how well.

The, the less known it is,
the more you're gonna need to

communicate to build, custom and
communicate what it is that you

So one of our clients,  was
Pandora the silver jewelry brand.

And Pandora has ranges specifically
for different parts of the world.

Different sizes of the rings, of
the bracelets, of the necklaces,

different charms for,  their,
bracelets,  that are locally relevant.

So what's really important
with Pandora, for example, is

firstly you get a store format
that will work everywhere.

and the color scheme of Pandora
is sort of a beige pink and white.

And the, that color combination
will work around the globe.

So that's one good thing that they
obviously did their homework and

they didn't choose those colors
by accident, but they are very

And so what's really important
is making sure that as they

communicate what they do in new
markets, that they are very clear

that not only do we have a range
that you'll find in airports really

So, you know, there's a Statue
of Liberty for the United States.

There's Big Ben for
the UK and and so on.

So that's quite important
as a consideration.

I would really be caution,  against
using the humor,  that may work

really well in your home country
on, especially on social media

like Twitter or Tik TikTok or
Facebook,  and other Instagram on

other platforms, only because humor
is a very culturally specific thing.

It works well in the UK because
British English,  is understood,

And if you are,  an American
English speaker, for example,

You can't because American English does
not support multi-levels of meaning.

So if you're a brand that wants to
be funny and use irony,  and you're

a British brand, then limit that to
your British,  online,  accounts.

But that will not necessarily
play globally because it

Other versions of English,
interestingly enough.

If you think about luxury brands,
for example, I mean, one of the

things that they are very aware of
in different parts of the world,

especially where there's economic
instability,  you need to perhaps,

You know, you don't want necessarily
the air mass, bright orange

bag,  or the Chanel logo on the
outside,  of your, your purchases.

If you are in places where that is not
seen as okay at this particular time,

so putting it in a brown paper bag,
for example,  still with handles,  but

the logo isn't there, the branding
isn't there is one of the many ways

that, for example, luxury goods adapt
to the different parts of the world,

to make sure that their consumer,  is
feeling confident about the purchase.

You know, one of the considerations for
any marketer or corporate leader,  is

making sure that your communications
are culturally appropriate.

And,  not so long ago, IKEA
had to learn the hard way.

You may know that IKEA publishes
a color paper catalog alongside

So whether you go in the store or
you get it through the mail,  and you

can look through and see different
scenes and kitchen items and.

Cabinets and all the things like
sells but for the Middle East market,

one of the problems with the catalog
that they basically replicated

the European format for the Middle
Eastern region,  was the fact that

the women in the,  various scenes in
the catalog did not have head scarves.

And IKEA had fantastic pushback from
consumers, from the governments.

In the region, Gulf Coast countries who
said, this is really not acceptable.

So Ikea reshot many of those
scenes,  of, for example, women

in different situations,  in the
kitchen, in different parts of the

home,  with Ikea products obviously,
but this time they were dressed with

So,  this is one of the learnings
that, you know, what works in one place

you know, you may be wondering,
is it possible to create a

For every market around the world,
and I'm sorry to say no,  you have

to account for taste preferences,
whether you're online or offline.

You know, there are different
expectations around responsiveness,

different expectations around
product sizes and colors, different

expectations,  in the retail bricks
and mortar around customer service

So if you take your template that
works well in your home country and try

Most, in most places, it will not work,
without some degree of localization.

So what you can do though, is
take the core elements that do

Usually that's around 70 to
80% of your value proposition

And then the other 20 to 30% around
that core should be localized.

You don't have to localize everything
because that's impossibly expensive,

but you do need to have some degree
of,  you know, adaptation,   to account

And all I can say is, It's great that
we are different around the world.

If we were all the same,  if
everybody was the same with the same

tastes and same expectations,  it
would be a very dull place to live.

A better understanding of cultural nuances and local habits not only helps brands meet expectations but can push them to innovate and adapt.
Allyson Stewart-Allen, award-winning educator, advisor, and author, explains some brand fundamentals to consider before you even get to your marketing strategy. 