Local expectations are important. The classic story here is Gerber Baby Food. In the US, we sell Gerber Baby Food in jars with pictures of a fat baby with puffy cheeks on the label. This meets our cultural expectations. In Africa, the cultural expectation – because literacy is low – is that the picture on the outside of the jar is of the ingredients. So a picture of a baby with fat cheeks says that the baby food consists of … you guessed it … ground up baby! A lesson Gerber learned very, very painfully.
Transcript of "Planning Your Global Content Strategy"